Tourism New Zealand Chief Executive Kevin Bowler said that as a
consequence of a new airline service entering New Zealand next
year, Tourism New Zealand and Air New Zealand will change their
approach to joint marketing in the USA.
"The North American market is a big opportunity for New Zealand
tourism and Continental's decision to offer a daily Auckland
service from next year provides a wider range of capacity and
marketing options to grow inbound visitor numbers over the long
term. The announcement of new competition made it important that
joint marketing plans were re-evaluated by both Air New Zealand and
Tourism New Zealand.
"We always knew that any major changes in market dynamics would
impact plans, and adjustments would need to be made to respond to
new business opportunities. Tourism New Zealand is now refocusing
its initiatives to involve a broader range of sector and airline
partners in the US.
"We will continue to place significant investment of around NZD15
million in the coming year into destination marketing initiatives
in the US, including PR, targeted communications and sector
initiatives to support an increase in visitors from more parts of
the US into New Zealand over the long term."
Mr Bowler said that both Air New Zealand and Tourism New Zealand
would continue to work closely in North America on joint marketing
campaigns where there was an exceptional opportunity for both the
country and the airline to boost visitor numbers.
He said the work undertaken together to date had provided a good
platform from which to address new opportunities.
"Along with the publicity we have achieved through our involvement
with 'America's Next Top Model', our work to date has also involved
initiatives designed to target and develop both the cruise and the
incentive and convention sectors.
"Tourism New Zealand will continue to progress this and other work
that helps us to drive visitor growth from the US and Canada.
"We will also continue to work closely with Air New Zealand to
identify other market opportunities where we can work together to
achieve visitor growth, in countries including Australia, Japan,
China and Europe," said Mr Bowler.
Ends
For further information please contact Sue Allen, Public
Affairs, 029 917 5466