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Aussies experience the best of Wellington’s food and wine

In March, Tourism New Zealand launched the second phase of its joint venture campaign in Australia working to promote Wellington and its neighbouring regions as a premium food and wine destination.

The second phase will provide a stronger call to action - motivating potential travellers to find out more about the regions advertised and ultimately book a trip to experience it first-hand.

The activity follows a successful phase one, which rolled out in November 2012 and profiled the large range of high quality food and wine experiences available throughout the wider Wellington region.

"Initial results from phase one were very encouraging, confirming that the images and messages resonated well with our active considerers," says Tim Burgess, General Manager Australia.

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"As a result, the latest activity continued to use the same imagery and creative to build on the awareness generated and encourage people to find out more about food and wine holidays in Hawke's Bay, Wairarapa, Wellington and Marlborough."

Run in partnership with Flight Centre, all activity drove people directly to the newzealand.com campaign pages where they can purchase package deals including flights, accommodation and wine tours.

The campaign was promoted across online channels as well as traditional and moving billboards with scooters targeting foodies by roaming key-hubs throughout Sydney and Melbourne.

Read more about the first phase of the campaign here.

Read about activity in the Australian market here.