For the month of June Tourism New Zealand is undertaking its largest ever out-of-home media placement. This means that everything from buses, train stations and motorway overpasses are decked out with our ‘Every day a different journey’ campaign imagery.
Many of the placements are sequential with up to six placements in a row to maximise impact and showcase the full diversity of New Zealand experiences.
It is the biggest out of home media placement we have ever done as we work to put New Zealand front and centre in Aussies minds.
The activity will also test whether the number of Australians actively considering New Zealand for a holiday grows as a result of this type of marketing.
The activity also seeks to raise awareness of New Zealand in the lead up to the launch of the annual North Island touring campaign next month which promotes the variety of holiday experiences in the North Island.
The campaign will be in market from July to late August and will be run in partnership with Northland Island Regional Tourism Organisations and operators.
A key shift in the campaign this year will be a focus on the type of holiday or experience consumers are looking for. We know from our previous ‘Explore New Zealand’ campaign earlier this year that this approach drove strong results.
Instead of focusing on each of the regions individually the campaign will focus on motivating Australians by the type of holiday and experiences on offer such as food and wine, adventure or nature and wildlife. These experiences are not limited to just one region and will inspire potential traveller to explore regions they might not previously have considered.
As with all of Tourism New Zealand’s activity the campaign will be working to promote the shoulder season period of September/October to help spread visitor growth.
With recent snow falls across the country the tourism industry has its fingers crossed for another stellar ski season.
This year Tourism New Zealand will launch its annual winter campaign in partnership with Christchurch International Airport, Christchurch & Canterbury Tourism and Air New Zealand.
This year’s winter campaign will focus on promoting the ski fields in the Canterbury region to beginner skiers as well as the range of other experiences holiday makers can jam pack into their winter escape.
Tourism New Zealand is also working with the Ski Tourism Marketing Network to develop activity targeting expert skiers and promote spring skiing.