Brand partnerships are a critical component to Tourism New
Zealand's latest joint venture campaign with Malaysia Airlines and
Auckland International Airport, aimed at driving high-end
travellers from India to New Zealand.
As part of the ongoing development of the India market, Tourism
New Zealand has identified opportunities to maximise growth of the
high-end visitor segment - travellers looking for a luxury
experience and who bring increased value to the country. The latest
campaign uses key market partnerships to enhance the reach of
activity and drive results.
Regional Manager South and South East Asia Mischa Mannix-Opie says
that with no current direct airline connections from India, New
Zealand is seen by many as a destination that is hard to
"It also indicates that Indian active considerers are looking to
relax and rejuvenate. July-August is the monsoon season in India,
so we wanted to capitalise on this by positioning New Zealand as
the perfect destination to indulge in a luxury getaway."
"We have worked to overcome these barriers through strategic brand
partnerships with Malaysia Airlines and Auckland International
Airport. It means we can deliver a campaign offering competitive
airfares and one-stop flights through Kuala Lumpur as well as world
class premium products, positioning New Zealand as an accessible
and desirable destination.
The activity builds on existing demand in the Indian market for
premium holiday experiences promoting a special 'buy one get one
free' offer on business class tickets to Auckland with Malaysia
"Using research from Auckland International Airport we have
regionalised the campaign to high value active considerers in
certain cities, supporting our ongoing effort to convert potential
travellers into actual bookings."
The campaign promotes a unique luxury experience, from private
yachts and helicopter rides to stunning landscapes and local
culture, presenting New Zealand as a world class premium
Rolled out using a mix of print and online advertising, the
activity drives visitors to the Indian newzealand.com pages, to connect
travellers with links to partner agents, packages and information
about premium activities and experiences in New Zealand.
See more marketing activity in India here.