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Targeting the Chinese premium traveller

The first campaign to target Chinese luxury travellers has kicked-off with a two page 100% Pure New Zealand advertisement in the exclusive Hurun Report October issue - the issue that publicises the annual Chinese rich list.

The activity is part of Tourism New Zealand's increased focus to target the lucrative premium travel sector, and increase their arrivals and spend while in New Zealand.

"Establishing a partnership with the well-read Hurun October Rich List issue will help New Zealand introduce and establish itself within the China premium travel market and allow TNZ to start building relationships with the right channel partners," says Sam Russell, TNZ's Premium Sector Manager

Travellers in this segment of the luxury travel market can spend $50K per visit, with some Chinese Ultra High Net-Worth travellers capable of spending $150K or more.

"To qualify this high level of spend, they are understandably looking for exclusive, bespoke experiences that are out of reach for most visitors.

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"As such, the campaign aims to create awareness of New Zealand's ability to offer a diverse range of  unique experiences. As an example, the first advertisement showcases the premium helicopter gourmet lunch experience with the supporting tag-line - 'Let your fantasies take flight in New Zealand'."

The campaign will support trade and relationship work, premium famils and activity to engage the Chinese premium media in Tourism New Zealand's International Media Programme.

"This is a significant step as we start to increase our presence and establish New Zealand as a premium destination with this niche market."

Tourism New Zealand's increased premium activity follows the Government's 2013/14 Budget announcement of an additional $123 million in funding for Tourism New Zealand over four years, with $20 million over four years specifically tagged to growing the premium sector.