Tourism New Zealand (TNZ) and Qantas today announced a new
marketing partnership worth NZD four million over two years, aimed
at boosting visitor arrivals into New Zealand on Qantas
A Memorandum of Understanding (MOU) was announced by TNZ Chief
Executive Kevin Bowler and Qantas Regional General Manager New
Zealand and Pacific Islands, Rohan Garnett at the industry trade
event TRENZ 2012 in Queenstown, New Zealand.
The MOU outlines a financial commitment to joint planning and
partnership marketing in New Zealand's key tourism markets of
Australia, the USA, the UK and Germany.
Each party will invest NZD one million each year for two years
from 1 July 2012, to 30 June 2014.
Rohan Garnett says the new agreement continues the strong
relationship between Qantas and TNZ.
"Qantas has served New Zealand for over 50 years and we are
committed to bringing international visitors here through our
extensive global, Australian and trans-Tasman network.
"We are delighted to be partnering with TNZ to promote the
world-class tourism experiences on offer in this country. By
working together we hope to make a compelling case for visitors in
key markets to visit NZ flying with Qantas.
"We particularly look forward to developing the inbound tourism
market from Australia, which underpins the close economic and
cultural relationship between our two countries. In the long-haul
markets of the UK, US and Germany, meanwhile, a combined approach
will ensure New Zealand stands out in the competitive global
Kevin Bowler says a partnership approach to marketing underpins
the organisation's strategy and is delivering impressive
"Through partnership marketing we achieve greater reach and
effectiveness of our campaigns by combining funds and offering
attractive offers for potential visitors. With access to Qantas's
databases such as Frequent Flyer, we can also be much more targeted
in our marketing and talk directly to people with an interest in
the 100% Pure New Zealand experiences on offer.
"Having delivered partnership campaigns with Qantas previously,
we know how successful they can be.
"In May last year we supported the Qantas 'Great Crusade'
competition which offered flights to New Zealand and a scenic tour
of the country to follow the Qantas Wallabies.
"Around 70 per cent of those who saw the campaign agreed that it
increased their interest in visiting New Zealand within 12 months
and some AU$1 million in PR exposure was achieved."
The TNZ-Qantas partnership will target four of New Zealand's
most significant visitor markets, with a primary focus on
"Australia remains our largest source of visitor arrivals and
this agreement focuses on our core trans-Tasman market," says
"Qantas remains a significant airline out of the US, Germany and
Europe and we expect this partnership to help tackle some of the
challenges we face in those markets with the high New Zealand
dollar and global financial crisis."
Partnership agreements are estimated to add an additional NZ$25
million to TNZ's NZ$84 million annual budget in the year ending 30
Cooperative activity includes advertising and promotional
campaigns, television promotional activities, and an on-line
presence and profile through each party's websites.
For more information about Tourism New Zealand's activity in
Australia see the Australia Market Activity pages.
Qantas is Australia's largest domestic and international airline.
It is one of the world's most respected full-service airlines and
an iconic Australian brand, with an outstanding reputation in
safety, customer service, operational efficiency and technical
innovation. The Qantas network spans 46 countries across Australia,
Asia and the Pacific, the Americas, Europe and Africa.