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New campaign captures the interest of young Japanese travellers

The chance to win a week-long holiday to New Zealand is grabbing the attention of Japanese youth travellers, with the launch of Tourism New Zealand's latest campaign.

The activity is the first phase of TNZ's new 'Young Adventurers' campaign- as it continues its work to target the fast growing visitor segment.

The activity is further strengthened by Tourism New Zealand's recent Memorandum of Understanding with Japan's main youth travel seller, HIS Travel.

Signed last week in Tokyo, the annual agreement outlines a matched investment to target the youth segment, with activity covering in-market training, seminars, famils and joint marketing activity.

Nick Mudge, Tourism New Zealand's Regional Manager Japan and Korea says HIS is the largest youth focused travel agent in Japan.

"We have worked with them on a number of campaigns and the new MoU shows our combined commitment to continue to work together to grow the Japan youth market for New Zealand."

"Japanese arrivals aged 15-29 grew 6.2 per cent for the year-ending June 2013, confirming the opportunity this segment presents to grow arrivals from Japan and support the continued recovery of this important market."

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The new campaign and MoU are part of TNZ's work to engage with a broader range of travel sectors in Japan, where activity has traditionally only targeted the senior traveller.

"Our new campaign builds on last year's activity however this year we have gone one step further, undertaking qualitative market research to further inform our engagement.

"This provided us new insight as to what excites young Japanese travellers, identifying two key travel motivators - those of adventure and refreshment.

"The first stage of this campaign brings these two types of holiday to life - with the unique offer of the chance to win a trip to New Zealand to experience a holiday packed with adventure or refreshment activities.

"We've been thrilled with engagement levels to date with over 500 Young Adventurers across Japan registering for a trip to New Zealand within the first 3 days of the new campaign."

Run online, the activity is supported with travel and airfare deals from key trade partners. Visitors are then taken to dedicated campaign pages on newzealand.com/jp where an interactive map shows exactly where to find adventure or refreshment activities throughout New Zealand

TNZ's on-going PR activity across broadcast, print and online outlets in Japan will extend the campaigns core messages across youth focused media channels. This year a number of key media outlets have been brought to New Zealand as part of TNZ's International Media Programme to experience the raft of adventure and refreshment activities for themselves, enabling them to share their personal experience with the younger Japanese target segment.