Joint venture campaign activity has kicked off in Australia and
is set to give New Zealand a high profile over the next few
months.
The campaigns, which are jointly-funded by the New Zealand
Government (through Tourism New Zealand) and regional tourism
organisations (RTOs), are showcasing the diversity of New Zealand's
regions and what they have to offer in the autumn and winter
seasons.
Although led by the regions, Tourism New Zealand has been
involved with coordination of campaigns and media schedules.
Chief Executive Kevin Bowler says the creative concepts coming
through tell unique regional stories, but have visible links back
to 100% Pure New Zealand.
"This activity will build a clearer picture for Australians of
what New Zealand has to offer and provide some great reasons to
come now," he says.
"By working with the regional tourism organisations to implement
these campaigns we've been able to build a run of activity that
will present a very visible and coherent message in Australia over
the next few months."
RTONZ Chairman Don Gunn says the joint venture funding is a
great opportunity for RTOs to work together to build their regions'
profiles.
"The funding has enabled a number of smaller RTOs to get
involved in work offshore that they otherwise wouldn't be able to
afford to do. This is a chance for RTOs to work together
cooperatively and get more from their marketing spend in
Australia."
Prime Minister John Key announced in January that eight tourism
groups would recieve a share of NZD5 million to market their
regions, with those funds to be matched by the RTOs. Here's an
update of what each of the regions has planned.
Christchurch & Canterbury
Christchurch and Canterbury partnered with Jetstar to launch its
winter promotional activity in February, kicking off with a
15-second television commercial broadcast throughout coverage of
the Winter Olympics. The campaign showcased the region's 18 ski
areas and vibrant post-skiing social atmosphere. The launch was
timed to coincide with Tourism New Zealand's early-bird ski
campaign, which ran for two weeks from 7 February.
Launching this week, autumn television advertising fronted by
Petra Bagust will promote the region's seasonal colours and
activities. Supported by print and online activity, this
advertising will run through until early April.
A second run of winter activity will start on 11 April,
including a further three weeks of television advertising,
advertising running on digital screens in office buildings and
on-line promotion.
Auckland Region
Tourism Auckland's campaign kicks-off in mid-March, in
partnership with Auckland Airport, Air New Zealand and local
operators. Highlighting what's on offer in the wider Auckland
region, the campaign encourages Australians to make their own
adventure. Advertising will run on television, online and in print
through to early May.
Wider Wellington Region
Wellington's new campaign will launch in mid-March, highlighting
the diversity of the Wellington region, lower North Island and
Marlborough. The campaign is running in partnership with Hutt City
Council, Destination Wairarapa, Destination Marlborough and Venture
Taranaki, as well as airlines and other key regional industry
partners. It will feature on television (Sydney only), online and
in cinemas.
Wider Queenstown Region
Destination Queenstown is running print and online advertising
encouraging travel in autumn and over the school holidays. This
campaign activity will run through March and be followed by winter
holiday promotion in April and May. Destination Queenstown is
working in partnership with Lake Wanaka Tourism and Air New
Zealand.
Central Park
Central Park - a new marketing group made up of Rotorua, Lake
Taupo, Bay of Plenty, Hawkes Bay, Ruapehu, Waitomo and Coromandel
in conjunction with Rotorua Airport - is selling itself to
Australians as New Zealand's central North Island playground.
Advertising connects the region's 'Land, Legends and Life' with its
diverse offering of cultural, coastal, alpine, geothermal and food
and wine attractions.
Advertising in newspapers, online and on digital screens in
office buildings started at the end of February, with activity
highlighting autumn, winter and spring seasons through until early
June.
Hamilton & Waikato / Bay of Plenty / Dunedin
Hamilton and Waikato, Bay of Plenty and Dunedin are working
together on a campaign that will launch in market in March. The
campaign aims to raise awareness of the regions via online, press
and magazine advertising in conjunction with airline Pacific Blue.
Hamilton & Waikato and Dunedin are also taking part in a
national campaign with Pacific Blue which runs from mid-February to
mid-March.
Ski Marketing Network
New Zealand's Ski Tourism Marketing Network (TMN) began online
advertising in early February to coincide with Tourism New
Zealand's early-bird ski television campaign. Further online work
and print activity will extend through March and April, followed by
a burst of print advertising in early winter. For the first time,
the Ski TMN is also running advertising on digital screens in
office buildings.
RTO Campaign Tracking
In addition to the funding allocated to the regions, NZD100,000
will be used to monitor performance of campaigns and inform future
joint venture work.
Read more about
Australia in the online market guide