‘Make History’ campaign to leverage destination NZ in Australia

Tourism New Zealand last week launched a nationwide 'Make History' campaign in Australia capitalising on the recent attention New Zealand gained by passing the Marriage Amendment Bill.

The tourism organisation is holding a competition offering the chance to be the first Australian same-sex couple to wed in New Zealand.

The new campaign has received significant attention from Australian media since the competition launched on Friday 21 June 2013.

The winning couple will be flown across the Tasman for a ceremony on 19 August 2013 - the first day the Marriage Amendment Act takes effect.

The campaign is being conducted in partnership with the Star Observer, a weekly gay and lesbian community newspaper, with the competition winners set to be announced 15 July 2013.

Tourism New Zealand's General Manager Australia Tim Burgess says, "The recent decision to amend the definition of marriage in New Zealand has been widely welcomed by supporters of same-sex marriage, with many commentators throughout the world congratulating New Zealand for being progressive.

"The significant attention the change of legislation received in Australia has provided a great platform to further promote New Zealand as a wedding and honeymoon destination for anyone and everyone.

"We are excited to be making history and will be working with one lucky same-sex couple to become the very first from Australia to be married in New Zealand.

"With a whole host of unforgettable locations to choose from, we believe New Zealand is one of the world's finest wedding destinations," says Tim.

Each year, New Zealand welcomes 30,000 - 45,000 honeymooners from overseas. In the year ending March 2013, these honeymooners spent an estimated $160 million while in the country.

As part of Tourism New Zealand sector marketing strategy it is looking to develop work in the honeymoon space, in particular in the China and Japan markets.

Last year Tourism New Zealand brand ambassador in China, actress Yao Chen, chose to get married in Queenstown, sparking enormous interest and comment in China on New Zealand as a romantic destination.

For the Australian competition, social media will play a key role with all entrants required to submit a photo of the couple to the Star Observer's Facebook page along with why they would love to get married in New Zealand.

The winning couple will win return flights from Australia, accommodation, a special wedding ceremony and reception. The wedding location has not yet been announced; details will be revealed in July along with the winning couple.

Check out some of the coverage in Australia so far in The AustralianThe Sydney Morning Herald and The International Business Times.