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Koreans offered a cool winter break in New Zealand

Whether it's a luxurious ski holiday or a family campervan excursion, Tourism New Zealand's latest joint campaigns with Korean Air aim to tempt Korean's away from their annual summer heat wave with a cool winter break in New Zealand.

The first online campaign, which launched mid-June to coincide with the start of Korea's traditional summer heat wave, saw Korean Air and Tourism New Zealand (TNZ) team up to offer a luxury 'Winter holiday in New Zealand'.

TNZ's Regional Manager - Japan and Korea, Nick Mudge, says the campaign targeted 400,000 Korean Air subscribers, featuring ski and luxury lodge options across New Zealand.

"Targeting Korean Air's high-end travellers, there was a special focus on showing the diversity of New Zealand's luxury offering with the inclusion of heli-ski and various luxury lodge products.

"To drive engagement, the campaign's online activity included destination themed giveaways, which we know is a successful way to encourage Korean travellers to seek more information."

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Also launched in late June, the second online campaign targeted young Korean travellers and families, with the aim to grow arrivals to New Zealand over the Korean summer school holidays. The activity focused on promoting campervan holidays - a travel style that has seen an increase in popularity since the reality TV show, ' Papa, where are we going' showcased this self-drive holiday option through New Zealand last year.

"We also used personal holiday stories from the winner of our last Korean Air online campaign, to profile six regions and travel themes. A competition supported this offering the chance to win prizes simply by commenting on their favourite story through their social media channels," says Nick.

To date, combined results show bookings on Korean Air's website have increased more than 20 per cent compared to the same period in 2013, reflecting the high level of interest in New Zealand during the hot summer in Korea.  In addition, over 7,000 customers have registered online to receive more information on New Zealand. 

Korea is a tier three market for New Zealand which attracted 53,000 total arrivals for the year-ending June 2014. TNZ's activity focuses on developing the mono-destination travel sector, targeting high-end luxury and independent travellers.

You can read more about TNZ's marketing activity in Korea here.