New activity targets growing WA market

Tourism New Zealand is initiating a new selection of activity as it increases its focus to target the fast growing Western Australia holiday market.

In October, TNZ will host 45 Western Australia travel agents in partnership with Air New Zealand, ahead of Air New Zealand's new direct seasonal services from Perth to Christchurch beginning 4 December 2013. 

The travel agents will be formally welcomed by executives of both Tourism New Zealand and Christchurch and Canterbury Tourism organisations before participating in one of five famils in the Canterbury region.

Western Australia has been identified as a key arrivals growth market in TNZ's Three Year Marketing Strategy, with total arrivals to New Zealand doubling over the past decade. Western Australian visitors also stay longer than other Australian visitors.

TNZ's General Manager Australia Tim Burgess says this activity supports increased marketing effort.

"Our activity to date has successfully lifted awareness and consideration of New Zealand as a holiday destination.

"By fully integrating trade engagement into our marketing campaigns, agents are better placed to leverage our activity while also generating and converting this consumer interest."

TNZ will also use the familiarisation as an opportunity to educate agents on its 100% Pure New Zealand Specialist Programme.

A joint marketing campaign between TNZ, Air New Zealand, Christchurch Canterbury Tourism, Christchurch International Airport, Positively Wellington Tourism, Destination Marlborough, Interislander and KiwiRail will follow in November.

Air New Zealand's new direct flights will depart Perth on Wednesdays and Saturdays from 4th December to late April 2014.

You can read more about TNZ's marketing activity in Australia here.