The campaign, running in key golfing markets, Australia, the US and China, shows potential golfing visitors that New Zealand has some of the most spectacular and diverse golf courses in the world and is worth travelling to for golf.
The promotion through digital channels showcases New Zealand’s world class golf offering, based on Tourism New Zealand's 'Courses of Nature' creative. It is boosted by this new video of Lydia Ko playing and talking about some of her favourite courses in her home country.
Tony Rogers, Tourism New Zealand’s Marketing Manager, Special Interest, says the kind of visitors this campaign is targeting are golfers who play frequently and play often and travel specifically to play their sport. They are generally male, often travelling with a partner or in small groups. When they are not on the course their next biggest priority is quality food and wine.
“Golf travellers want courses with amazing vistas that have a clear difference to the courses they play at home. With this campaign, we are showing that New Zealand has a wealth and diversity of exceptional courses set in stunning natural environments that are never far from world class hospitality.
“It’s about breaking down the barriers for those who either haven’t considered New Zealand as a golfing destination before or believe it is too remote and that courses would be few and far between.
”Golf is suited to shoulder season travel and with courses located throughout New Zealand, this work fits well with our strategy to encourage travellers to visit more regions outside of the peak season.”
The Tourism New Zealand work is also about raising awareness of events and leverages the Mackayson NZ Women’s Open (LPGA Tour event) played in Auckland recently and the upcoming Asia Pacific Amateur Championship in Wellington.
Golf is an important special interest sector for Tourism New Zealand with thousands of overseas visitors playing golf in New Zealand each year. Read more about our golf strategy: here.