Activity to attract India's 'honeymooners' to New Zealand began
last week with phase one, a joint venture campaign with Singapore
Airlines, launching Tourism New Zealand's (TNZ) programme of work
to target the Indian honeymoon market.
Alongside the launch of the campaign, a media function to
promote New Zealand as a honeymoon destination was held during last
week's Kiwi Link
India, giving TNZ and New Zealand operators attending the
opportunity to meet with Indian media. The aim of the briefing was
for Indian media to deepen their understanding of New Zealand
honeymoon (and couples holiday) experiences.
Regional Manager South and South East Asia Mischa Mannix-Opie says
that a targeted programme of activity for Indian honeymooners
is being implemented and follows research showing honeymoon as
a growing sector of travel outbound from India.
"Ultimately the aim with our programme of activity is to deepen
Indian consumers' understanding of how New Zealand can deliver the
ultimate honeymoon or couples holiday.
"By increasing their awareness and preference of New Zealand it is
our intention to create a stronger result in our campaign
Indian honeymooners are an important sector for New Zealand
because they travel at a specific time, usually in November after
the Diwali Festival which marks the beginning of the Hindu
"Honeymoon visitors from India have continued to grow arrivals
during November and December," says Mischa Mannix-Opie.
The current campaign has print, radio and online advertisements
throughout India encouraging consumers to 'Discover 100% Pure
romance in New Zealand', promoting New Zealand as a stunningly
beautiful place where romantic experiences await. The campaign
includes a travel deal of INR 61,000 return (approx. $1,400) to
Auckland or Christchurch flying Singapore Airlines.
The programme of work is on-going for three months, with the
intention to also be active with other partners in market so as to
best profile the campaign work during the peak selling period for
the honeymoon sector. Campaign work will be supported by PR and
online activity on newzealand.com.
For more information on
the India market.
Check out results below from Fusion Life magaizne
and "Wedding Times", a supplement in The Times of India.