Air New Zealand and Tourism New Zealand have signed a Memorandum
of Understanding (MoU) valued at more than $20 million, in a one
year partnership to undertake joint marketing activity promoting
travel to New Zealand in selected international markets.
The investment represents an increase in planned joint marketing
spend of around 80 per cent compared with the previous financial
Air New Zealand today also unveiled its new aircraft livery
which features the iconic official New Zealand Fern Mark, the use
of which is managed by Tourism New Zealand and New Zealand Trade
Under the MoU, Air New Zealand and Tourism New Zealand will each
invest more than $10 million over the next 12 months in
co-operative marketing activity in the key markets of Australia,
China, Hong Kong, Japan, North America, the United Kingdom and
Europe as well as increased activity in emerging markets such as
India and Indonesia.
Air New Zealand Chief Executive Officer Christopher Luxon says
the MoU will extend and deepen the airline's existing relationship
with Tourism New Zealand, its largest marketing partner.
"Air New Zealand has a long-standing relationship with Tourism
New Zealand, having worked closely with the organisation in all of
our key markets to promote New Zealand for a number of years.
Today's MoU signals a significant step-change in the level of joint
marketing activity we will undertake to promote destination New
"As the national airline of New Zealand, growth in inbound
tourism to New Zealand is a critical factor in our success.
We fly more international visitors to New Zealand than any other
airline and it is vital that we work together with tourism partners
such as Tourism New Zealand in order to convert the opportunities
out there," says Mr Luxon.
Tourism New Zealand Chief Executive Kevin Bowler says
partnership activity remains a key priority for the organisation in
its new three-year marketing strategy.
"This MoU follows the Government's announcement of a $158
million boost in tourism funding over the next four years enabling
us to enhance and expand our marketing efforts," says Mr
"Tourism New Zealand welcomes Air New Zealand's decision to also
lift its co-investment in marketing New Zealand in parallel to the
Government's boosted commitment meaning we can do more
together. Working in partnerships is proven to extend the
reach and effectiveness of our campaigns.
"This additional marketing investment will build on the strong
visitor arrival growth achieved over the first four months of
Air New Zealand and Tourism New Zealand have a strong track
record of working together to market New Zealand as a
destination. Recent collaboration includes high profile
leverage activity to market New Zealand in association with The
Hobbit trilogy; joint advertising campaigns in Australia, Japan,
China, North America and Europe, hosting over 180 international
media to New Zealand and activity to educate the trade on New
Zealand including a recent familiarisation for 140 travel agents
from North America, the United Kingdom and Europe.
Over the next 12 months, the organisations will continue to
jointly promote New Zealand to travellers through advertising, PR
activity, working closely with trade partners and on campaigns that
actively target business events.
In the coming year, Air New Zealand will also introduce its new
aircraft livery which features the iconic New Zealand Fern
"We are delighted to reveal our new aircraft livery which would
not have been possible without the support of Tourism New Zealand
and New Zealand Trade and Enterprise. The new-look livery is
distinctive and iconic and we believe will inspire a sense of pride
in New Zealanders," says Mr Luxon.
The livery design process involved extensive consumer testing
including focus groups both in New Zealand and offshore. A
clear preference was established for the New Zealand Way Fern Mark
to be incorporated into the design with 78 per cent of those
surveyed believing it fits with the Air New Zealand brand and
represented New Zealand.
The new livery will be progressively rolled out across the Air
New Zealand fleet from later this year. The majority of the
airline's fleet will eventually feature the white version of the
new livery and a limited number will feature the distinctive black
version of the new design.