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Te Araroa – The Long Pathway

Inviting the Australians to walk all over us is at the heart of a new campaign Tourism New Zealand will run in the build up to spring.

Inviting the Australians to walk all over us is at the heart of a new campaign Tourism New Zealand will run in the build up to spring.

The walking campaign aims to capitalise on the high interest Australian consumers have for an overseas walking holiday, and leverage the recent opening of the series of walking tracks linked together as 'Te Araroa - The Long Pathway'.

Tourism New Zealand's General Manager Australia Tim Burgess says the campaign has been designed to tap into a highly engaged segment of the Australian market.

"Nearly half of our target audience of active considers say they would specifically plan an overseas hiking holiday.  Of those, 84 per cent said they would participate in a scenic bush walk while overseas.

"Partnering this high level of interest with our well known product makes sense and will maintain visitor arrivals on the back of our 2012 ski season campaign More in every day."

Te Araroa – The Long Pathway.jpg

The online and print campaign highlights seven popular walks across New Zealand.

An eight page newspaper insert incorporating a mixture of editorial content and a unique illustration of the 'Te Araroa' trail, appeared in major newspapers in New South Wales and Victoria on 10 June. The editorial content also ran across the news.com.au online travel sections increasing exposure and reach with the target market.

Activity is further promoted on display banners on NEWS online publications across Australia driving people through to newzealand.com Walking and Hiking pages.

Tim says: "Here, visitors can access detailed information about the walk, local tour operators, accommodation and surrounding activities. This makes booking easy and encourages visitors to explore all the experiences on offer while they are here."

Travel packages through campaign partners Kirra Holiday's, Ultimate Hikes and Christchurch Airport (CIAL) are promoted alongside the information on newzealand.com to help support conversion.

New Zealand's stunning landscape is naturally showcased by the Te Araroa trail - the world's newest and most diverse series of walking tracks. Stretching across 3,000km, Te Araroa runs the length of New Zealand and offers a diverse selection of short and long walk options.

Find out more about the activity underway in the Australian market here.