TNZ & Jetstar JV encourages Japanese to cool off in NZ

As the weather begins to heat up in the northern hemisphere, Japanese travellers are being encouraged to cool off with a skiing holiday in New Zealand.

Tourism New Zealand's latest joint promotion with Jetstar is the first winter promotion between the two targeting independent travellers (FIT) aged 25-39 and the new fun-seeking-friends segment.

The activity will direct potential travellers to content promoting skiing and snow holiday options, while also creating awareness that Jetstar offers low, everyday fares both to and within, New Zealand.

Jetstar advertising with 100% Pure New Zealand messaging is being used in a mix of marketing and digital promotions. The May editions of four influential Japanese ski and snowboard magazines - Ski Graphics, Ski Journal, Bravo Ski, and Blue Guide Ski - featured double-page advertisements to engage with the target audience.

In June, a second phase digital campaign was implemented promoting Jetstar's new webpage showcasing New Zealand's winter activities just as it heats up across Japan.  This was supported by a targeted New Zealand electronic direct mail to Jetstar's growing database of 200,000 Japanese customers.

To support the campaign, Tourism New Zealand has also created new skiing and snowboarding pages on for the Japan market. The pages will tie in with further promotional activities planned to support key snow and ski messages in Japan throughout the New Zealand Winter season.

Other ski campaigns currently being undertaken include More in every day - which targets Australian skiers.

Read more about the Japan market here.