It is the eighth year Tourism New Zealand has run the collaborative campaign in partnership with regional tourism organisations (RTOs) and tourism operators. This year nine RTOs and three tourism operators are involved in the eight-week campaign, which targets Australians living on the Eastern Sea Board.
Launching today, the campaign promotes four road trip itineraries with booking deals for travel between September and November 2018:
- Twin Coast Discovery Highway from Auckland to Northland
- Pacific Coast Highway covering Auckland, Coromandel, Rotorua, Bay of Plenty, and Hawke’s Bay
- Thermal Explorer Highway covering Auckland, Hamilton and Waikato, Rotorua and Taupo
- Volcanic Loop Highway covering Auckland, Hamilton and Waikato, Ruapehu and Taupo.
"Australian visitors comprise 40% of our international visitor market and we are seeing a steady increase in holiday arrivals over spring. More than 70% of Australians self-drive during their stay to New Zealand and enjoy visiting different regions so our road trips campaigns tend to resonate. In the past year Australian visitors spent more than $2.6 billion in New Zealand, of which almost half* was spent in the regions targeted in our North Island road trips campaign," says Tourism New Zealand’s Director Trade, PR & Major Events René de Monchy.
"New Zealand’s North Island boasts a wide range of unique experiences for travellers and is very accessible for Australians, particularly those in Sydney, Melbourne and Brisbane. This campaign provides Australians with a taste of what they can experience during spring in New Zealand’s North Island and the ease of travelling between places."
Tourism New Zealand preceded the campaign with training events last week in Brisbane, Melbourne, and Sydney whereby 150 Australian-based travel agents, many of them qualified 100% Pure New Zealand Specialists, were taken through the itineraries and then quizzed on the key selling points of each highway in a fun, informal setting.
The collaborative campaign includes outdoor billboard, display, trade media and social media advertising from 18 June to 12 August.