The first famil, 20-24 February, saw ten Western Australian agents experience some of New Zealand's key attractions on a famil through Christchurch, Hanmer Springs, Kaikoura, Waiheke Island and Auckland. The activity was undertaken with the support of Air New Zealand and Christchurch and Canterbury Tourism.
Aiming to give the agents, who were a mix of Flight Centre and independent agents, first-hand knowledge of the Canterbury region, the famil supported Tourism New Zealand's (TNZ) increased marketing activity in Western Australia and the successful Christchurch and Canterbury Tourism regional campaign in Western Australia in 2013.
Air New Zealand General Manager Australia Leanne Geraghty said the airline, alongside trans-Tasman alliance partner Virgin Australia was delighted to extend the seasonal service between Perth and Christchurch into 2015. Air New Zealand will also increase capacity between Perth-Auckland from mid-October when it becomes the global launch customer of the 787-9 Dreamliner on the route.
"To provide the opportunity for agents to experience Air New Zealand's award winning product and Kiwi hospitality alongside an industry supported trade familiarisation further enhances our exciting announcements for Western Australia."
This was followed by the TNZ-hosted Market Insights event, held 4-5 March in Sydney, where 19 of New Zealand's Regional Tourism Organisations shared product updates with 19 key wholesale suppliers from across Australia.
TNZ's CE Kevin Bowler, who was keynote speaker, used the event as an opportunity to provide market updates plus an overview of FY15 priorities. The annual event included one-on-one appointments between the RTOs and wholesalers, providing an opportunity for the RTOs to ensure their regions remained top of mind.
Later in March, TNZ partnered with Air New Zealand, Hamilton and Waikato Tourism and Destination Rotorua to host a famil for 13 of Flight Centre's top-selling agents from South Australia.
During 7-10 March the agents visited the Auckland, Hamilton/Waikato and Rotorua regions, participating in a range of Special Interest activities.
Tony Saunders, TNZ's General Manager Australia, says it is critical that Australian travel agents get to experience New Zealand and meet the people behind the products first-hand so they can really sell the country with confidence.
"Including special interest activities such as mountain biking allows agents to confidently convert consumer interest from campaign activity, as well as raise awareness of New Zealand's diverse cycle offering."
The famil supported TNZ's Special Interest campaign, which was launched in Australia on 3 March, and Air New Zealand's daily Adelaide-Auckland service
Read more about marketing activity in Australia here.