The campaign aims to entice Western Australians to take up Air New Zealand's twice weekly direct flights between Perth and Christchurch. The flights, starting in early December, will be a seasonal service with the potential to extend to year round.
Christchurch and Canterbury Tourism Chief Executive Tim Hunter said he is excited about the strategic advertising campaign that will be in market from November in print, outdoor and online advertising channels.
"The campaign is about showing Western Australians the diversity of the experiences Christchurch and Canterbury have on offer to inspire them to jump straight on the new direct service.
"We are hoping to see significant opportunities for growth from the introduction of the direct flights from the booming market in both business and leisure visitor numbers,'' Mr Hunter said.
The growth in West Australian visitors to New Zealand has outpaced other Australian states with a 22 per cent increase in visitors since 2010.
Tourism New Zealand General Manager for Australia Tim Burgess is positive about the increase saying, "Western Australian travellers are generally staying longer and spending more, making them an attractive prospect for New Zealand."
The campaign is a joint marketing venture between Christchurch and Canterbury Tourism, Tourism New Zealand, Air New Zealand, Christchurch International Airport, Tourism Holdings and a collective of Positively Wellington Tourism, Destination Marlborough, Interislander ferries and Kiwi Rail.
Read more about marketing activity in Australia.