As the weather begins to heat up in the northern hemisphere,
Japanese travellers are being encouraged to cool off with a skiing
holiday in New Zealand.
Tourism New Zealand's latest joint promotion with Jetstar is the first winter promotion between
the two targeting independent travellers (FIT) aged 25-39 and the
new fun-seeking-friends segment.
The activity will direct potential travellers to content promoting
skiing and snow holiday options, while also creating awareness that
Jetstar offers low, everyday fares both to and within, New
Jetstar advertising with 100% Pure New Zealand messaging is being
used in a mix of marketing and digital promotions. The May editions
of four influential Japanese ski and snowboard magazines - Ski
Graphics, Ski Journal, Bravo Ski, and Blue Guide Ski - featured
double-page advertisements to engage with the target
In June, a second phase digital campaign was implemented promoting
Jetstar's new webpage showcasing New Zealand's winter activities
just as it heats up across Japan. This was supported by a
targeted New Zealand electronic direct mail to Jetstar's growing
database of 200,000 Japanese customers.
To support the campaign, Tourism New Zealand has also created new
skiing and snowboarding pages on newzealand.com for the
Japan market. The pages will tie in with further promotional
activities planned to support key snow and ski messages in Japan
throughout the New Zealand Winter season.
Other ski campaigns currently being undertaken include More in every day - which targets Australian
Read more about the Japan market here.