Building on the success of the 2011 South Island Road Trip activity, the campaign aims to cement awareness of the South Island as a road trip destination, offering up some of the best touring routes in the world.
"The biggest challenge we face will be to improve on the success of the 2011 campaign, launched to mitigate the decline in Australians coming to the South Island," said Tim Burgess, General Manager Australia.
The 2011 campaign exceeded all of its objectives, generating over 160,000 visits to newzealand.com and resulting in more than 43,000 referrals to operators.
Due to this success - the 2013 campaign uses a very similar approach to the media activity while the creative has evolved to bring to life the 100% Pure New Zealand brand positioning, showcasing iconic driving routes and demonstrate how accessible the range of experiences and attractions are on a road trip of the South Island.
The campaign promotes a 'self-drive' holiday, something that Australian travellers across active considerer segments respond well too. The activity enables engagement with both 'young adventurers' aged 18-29 and 'silver surfers' aged 50 plus.
"While we know these segments are interested in different styles of holidays, the self-drive offering enables them to do as little or as much as they want to while they are in New Zealand. It also increases their length of stay and the number of regions visited while here - both key goals for our activity in the Australian market. "
Different potential itineraries are outlined on newzealand.com offering very different experiences - from discovering serene New Zealand backcountry between Dunedin and Queenstown, through to sampling some great New Zealand wine and food travelling from Nelson to Christchurch.
The latest activity follows the North Island touring campaign, a joint venture activity with Central and Upper North island Regional Tourism Operators (RTO's) that ran in September last year. Here, some of the North Island's 'hidden gems' were promoted to raise awareness and the perception amongst Australians of the North Island as a unique holiday destination.
"Working alongside RTO's and operators enables us to profile a wider range of experiences.
"Our new campaign will again promote a variety of new products and activities as we roll out the synchronised, consumer driven campaign."
Running from 23 January to early March the campaign will be rolled out across PR, print and online media. The first four weeks of the campaign will include significant advertising activity with billboards in iconic locations across Sydney, Melbourne and Brisbane. Buses in each centre will also be taken over with 'megaside' banners across 135 buses.
All activity will encourage potential travellers to 'test drive' their road trip on newzealand.com - where dedicated campaign pages have been created to host video content and specific touring route details.
The campaign will be run in partnership with a number of tourism bodies and travel sellers including Christchurch and Canterbury Tourism, Christchurch International Airport, Southern Lakes RTO's Destination Queenstown and Lake Wanaka Tourism, Tourism Dunedin, Tourism West Coast, Destination Mt Cook/ McKenzie, Destination Marlborough, Viva Holidays, THL and Jetstar.
Find out about other activity in Australia here.
Read about the 2011 South Island Road Trip here.