"Chinese New Year period is also known in China as the 'Spring Festival' and marks a peak travel period with people travelling to be with family for the celebrations. In January 2011 New Zealand welcomed over 14,000 Chinese visitors and we expect an even better outcome this year," says Tourism New Zealand General Manager Asian Markets Mark Frood.
In the lead up to what is one of the biggest celebrations for the region, Tourism New Zealand undertook a range of integrated activity in market targeted at people booking their Chinese New Year holidays. From October 2011 this included the implementation of phase two of Tourism New Zealand's brand ambassador Yeo Chen's 100% Revival tour alongside a range of activity with airline and trade partners all focused on converting this demand into travel to New Zealand over the Chinese New Year period.
Following Chinese New Year it will continue to be a busy time for Tourism New Zealand's China-based team as they start to implement activity for the autumn and winter travel period. This will be led by phase three of the 100% Revival Tour and digital, print, PR and joint venture activity with trade and airline partners to drive demand over the shoulder season.
Alongside the Chinese New Year celebrations Tourism New Zealand has received widespread recognition from key media for campaign activity undertaken in China during 2011, winning seven awards since November 2011.
The awards from leading Chinese media include recognition from Shanghai Morning Post, Elite Traveller and Shanghai Oriental Morning Post.
"The awards are testament to the increased visibility New Zealand is receiving in China with our targeted campaigns and activity. Such acknowledgment from the market is a great success to celebrate and the Chinese New Year couldn't be a better time to do so," he says.
For details about the awards received visit Award Winning New Zealand.