Tourism New Zealand’s first single region marketing campaign kicks off this week encouraging people from Melbourne to visit Northland in the autumn.
The campaign – ‘Every day a different journey in Northland’ – is the first Tourism New Zealand campaign focussed on using a single region to test whether it can influence a shift in traditional travel patterns.
The campaign will run in Melbourne from late January to mid-March. Campaign channels include Facebook and outdoor advertising showcasing iconic Northland scenes such as the Bay of Islands, Hokianga and Matapouri. The campaign will be backed up by trade and PR activity.
The centrepiece of the campaign will be a giant mural of Tāne Mahuta by New Zealand born artist Monique Barnett.
Tourism New Zealand’s marketing director Andrew Fraser said the campaign is part of Tourism New Zealand’s regional dispersal strategy and will help refine techniques for marketing less visited regions.
“Tourism is doing extremely well but the lion’s share of the benefits go to the gateway regions and hotspots like Queenstown. We want to spread the benefits of tourism across the country so regions like Northland can benefit and tourists get an even better experience of New Zealand.
“Tourism New Zealand will run a series of short campaigns to test what works best to encourage visitors to travel to new regions. Changing visitor behaviour and intentions is hard so we need to trial new techniques. Facebook’s targeting and measurement technology will show what works and what doesn’t,” said Mr Fraser.
This activity is just part of Tourism New Zealand’s regional strategy which also includes targeting special interest tourists including cycling, golf, backpacker and premium as well as focussing on the higher-value free independent travellers.
The campaign is being run in conjunction with Northland NZ, Facebook, Flight Centre and Air New Zealand.
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