The campaign is supported by Tourism New Zealand and Air New Zealand.
The campaign proposition, loosely translated to be 'New Zealand - the perfect nature resort for adults', has been rolled out across 2,000 of JTB's retail stores with in-store collateral.
Regional Manager Japan and Korea Nick Mudge said that Japan's senior market of travellers, those over 60 years of age, is an important visitor market for New Zealand.
"Having experienced a tough 2011 out of Japan the market is beginning to recover and we're seeing renewed demand among the senior segment travellers.
"As we approach winter in Japan and New Zealand's high summer season, and as interest in international travel from Japan recovers, it is important that New Zealand is centre stage.
"While online holiday research and planning is growing in Japan, the senior Japanese traveller still relies heavily on traditional brochures and the JTB brochure and supporting collateral continues to remain a crucial planning and selling resource.
Store posters, point of sale materials and a 16-page special edition tabloid brochure have been distributed to JTB stores and mailed directly to JTB's customer database.
Online promotions are also live. An e-brochure has been produced ensuring that the increasing interest in online holiday research and planning is catered for. A dedicated New Zealand campaign homepage on JTB's website has also been created with key themes promoting nature travel, resort lifestyle and fun activities.
The campaign is a strategic project between JTB, Air New Zealand and TNZ and is a key piece of trade activity for the region.
The senior Japanese market is a traditional visitor market for New Zealand and while work continues to maintain interest from this market, TNZ is also working on new ways to grow visitors from Japan including focusing on attracting an emerging number of younger Japanese travellers.