The first show was Adelaide's Holiday Expo held on 8-9 February, Australia's longest running consumer travel show. With over 150 exhibitors and a reach of an estimated 9,138 potential travellers, the show is the most effective way to engage with the priority 50+ age segment in South Australia, who have the time and means for leisure travel.
TNZ followed this with Western Australia's longest running consumer travel show: the Perth Holiday & Travel Expo held 15-16 February. This show featured over 100 exhibitors, reaching an estimated 9,534 potential travellers - and saw TNZ win the best stand award. Last year TNZ also won the 'Best Stand' award at Cycling Australia and SBS's Bike and Lifestyle Show.
The Perth show was also used as an opportunity to further promote Air New Zealand's direct services from Perth to Christchurch, which commenced in December 2013. The campaign aims to entice Western Australians to take up Air New Zealand's twice weekly direct flights between Perth and Christchurch. The flights will be a seasonal service with the potential to extend to year-round.
Joining TNZ's 100% Pure New Zealand stand at both shows were Air New Zealand, i-SITE New Zealand, and six New Zealand operators: Positively Wellington Tourism, Te Papa, Tourism Waitaki, Hanmer Springs Thermal Pools, Bluebridge Cook Strait Ferry and Christchurch & Canterbury Tourism.
Paul Yeo, i-SITE Executive Manager, said the shows were a great platform to profile the 80 plus visitor information centre network.
"Having the i-SITE consultant's expert local knowledge about New Zealand and planning itineraries was invaluable for the Australian consumers. First-hand experience is always appreciated and the feedback we received from those attending the shows was very positive."
TNZ's General Manager Australia Tony Saunders says, "Australia continues to deliver strong visitor numbers to New Zealand, with monthly holiday arrivals up 8.1 per cent compared to January 2013. Western Australia is a stand out performer, up 10.0 per cent for the same period.
"Our presence at top Australian consumer travel shows continues to be an extremely effective way to give consumers the knowledge and confidence to convert their interest in New Zealand into booking a holiday here.
"Teaming up with partners at these events means greater impact and a more consistent message to potential travellers."
TNZ's attendance at these shows provides the opportunity for the industry to obtain first-hand insights to what Australian's are looking for from their holiday destination.
Read more about marketing activity in Australia.