Tourism New Zealand is mounting an early run of television
commercials promoting the ski season in a bid to boost visitor
arrivals over winter.
The Tourism New Zealand ski commercial goes to air on February 8
(Sunday) and is aimed at tapping into keen skiers and snowboarders
who plan and want to book early for their winter holidays.
It is the first time that New Zealand has gone into Australia
with ski ads this early in the year.
Tourism New Zealand's ski commercial will be supported by the
Ski Tourism Marketing Network (Ski TMN) which is undertaking print
and online advertising in the weeks following the airing of the TV
commercial.
Tourism New Zealand Chief Executive George Hickton said the
favourable exchange rates, competitive airfares and relative
proximity would make New Zealand an easy and affordable ski holiday
for Australians.
Ski TMN Chair, Mike Smith said the network worked closely with
Tourism New Zealand in planning the campaign. 'We consider this ski
commercial, starting so early in the season, helps create a sound
platform for ongoing industry promotions in the build-up to the
winter ski season'.
Australia is the largest single international market for skiers
and snow boarders into New Zealand. Last year approximately 70 000
Australians hit the slopes. Typically they enjoy the diversity of
winter holiday experiences in the regions, both on and off the
slopes. They are a key driver of visitor numbers during the quieter
winter months.
George Hickton said it was important to keep giving Australians
good reasons to visit New Zealand as the global economic downturn
was affecting arrivals from many long-haul markets.
Visitor arrivals figures released this week showed Australian
arrivals grew 5.6% in December.
Tourism New Zealand had already pulled forward $2 million of
spending to fund a summer marketing campaign.
Visits to Tourism New Zealand's website for January increased by
over 28,000 to 92,250 or up 45% on same time last year.
"Overall summer has held up well but there are widespread
concerns in the industry that from March things will slow down
considerably after March so we are maximising every opportunity
where it exists," George Hickton said.
For further information contact:
Cas Carter, Corporate Communications, Tourism New Zealand
Mob 021 915 410
Find
out more about Tourism New Zealand's marketing activity in
Australia