Tourism New Zealand has launched a tongue-in-cheek website in response to MLA’s campaign that showcases the best of the fictitious new country: New Australia-Land. The catch? All the experiences listed on the website are located in New Zealand.
“Australia is our largest visitor source market, with over 586k Australians holidaying in New Zealand in the past year, but consumer research across the Tasman has identified a need to build awareness there of what makes New Zealand unique,” says Stephen England-Hall, Tourism New Zealand’s Chief Executive.
“We saw MLA’s campaign as the perfect opportunity to help do this by promoting the range of unique experiences available here to Australians.”
The New Australia-Land website automatically re-directs visitors to a page on newzealand.com where New Zealand’s landscapes, ski fields, the Southern Lights, cultural events, food and more are compared to similar, albeit less enticing, experiences in Australia.
It also promotes travel to New Zealand’s regions and the recently launched Tiaki Promise.
“We know from experience that fun and humorous content like this performs well in Australia. Our recent #getNZonthemap campaign is an example of this,” says Stephen.
The website has been promoted through Australian media, search engines and Tourism New Zealand’s social channels.