"Three routes in New Zealand" campaign delivers

A summer season campaign targeting Korea's group and active independent travellers has delivered some 12,000 holiday bookings to New Zealand in five months.

Campaign activity was launched in late October in conjunction with Auckland Airport, Korean Air and eighteen different travel agents.

It was scheduled to end in February but a number of partners have continued with the promotions into March.

Regional Manager Japan and Korea Nick Mudge says messages were tailored to suit the agent's target audience and as a result, achieved a wider reach for the campaign.

"Despite the range of partners and promotions, consistent messaging and imagery was used across the market really strengthening the New Zealand brand.

"The campaign included an online promotion called "Three Routes in New Zealand" and profiled different types of independent holidays themed around cycling, hiking and motorhomes.

"By working with eighteen different travel agents we were able to reach a significant volume of our active considerer target across a variety of sectors from the young traveller seeking adventure to the retired couples wanting a slice of New Zealand luxury."

Campaign activity appeared in traditional print, in-store and online channels as well as on subway screens and the side of buses, the lift screen in luxury apartments and at consumer events.