Joint ventures the key to attracting Malaysian travellers

Joint venture campaigns have proven once again to be successful in converting Malaysian travellers' interest in a New Zealand holiday into solid bookings.

The latest in-market activity saw Tourism New Zealand partner with Jetstar to offer competitive airfares and drive travel during the February to March 2013 period - delivering almost double the projected sales target.

The campaign was designed to appeal to Malaysian active considerers who prefer to purchase travel directly through airline websites and are increasingly driven by competitive airfares.

As a result, campaign promotion, which included online advertising, drove potential travellers to a Tourism New Zealand micro-site on the Jetstar website to assist with conversion. The micro-site also promoted a range of accommodation, activity and transport options.

Malaysia has been identified as holding great growth potential for New Zealand, however barriers such as limited direct flights present challenges to developing the markets potential.

"We have to be innovative with our marketing efforts, and strategic partnerships with airlines such as Jetstar play a key part to overcoming these barriers and converting consideration into travel," says Mischa Mannix-Opie, Regional Manager South East Asia.

"Strategic partnerships are an important part of our work in offshore markets - increasing the reach and effectiveness of our activity to engage with our active considerers.

"The direct services that Air Asia X ran during 2011-2012, demonstrated the huge potential for growth in the Malaysian market. This recent tactical campaign aimed to build on that demand by positioning Jetstar as an affordable alternative and New Zealand as an accessible destination."

Read more about activity in the South and South East Asia market.