Launching in early November the campaign profiles a range of food and wine experiences that can be found in Hawke's Bay, Wairarapa, Marlborough and Wellington.
"The campaign is designed to leverage off New Zealand's close proximity to Australia and existing associations as a leading food and wine destination to drive sales through the November - January and March - May periods," says Tourism New Zealand's General Manager Australia Tim Burgess.
Advertising for the campaign will feature in Good Food, a popular insert magazine in The Sydney Morning Herald and The Age.
"Alongside traditional advertising the campaign will use scooters as mobile billboards, whizzing around busy popular Melbourne and Sydney hospitality locations and restaurants to generate interest and promote the campaign," says Tim.
Research has shown that significant portions of our New Zealand active considerers rate food and wine highly as an incentive to travel.
"The campaign targets Australian young professionals and travellers over 50, who are looking for new experiences. We are confident that this campaign will be a great fit in both of these target markets and will allow us to reach a large number of our active considerers," says Tim.
The campaign is run in partnership with Positively Wellington Tourism (PWT), Destination Marlborough, Hut City Council, Destination Wairarapa, Hawke's Bay Tourism, Wellington International Airport, Te Papa and Interislander.
PWT General Manager Marketing Sarah Meikle says "Wellington's not only New Zealand's culinary capital, but also the gateway to other outstanding food and wine experiences.
"The campaign aims to build awareness of New Zealand's top food and wine destinations, so that Australians choose to visit the capital and its neighbouring regions for their next short break."
Air New Zealand and Flight Centre are the major conversion partners offering exclusive deals on flights to Wellington, rental car hire and accommodation in the participating regions.
Read more about marketing activity in the Australian market.
Lean more about Australian active considerers.