Air New Zealand is to promote travel to California in collaboration with the US west coast state’s tourist office.

The airline and Visit California will undertake joint marketing activity across a number of key markets to promote travel to California over the next two years.

The partnership kicks off this month with a digital marketing campaign – Dream Bigger, Fly Better – promoting the carrier’s London-Los Angeles service.

Air New Zealand chief revenue officer Cam Wallace said: “California is an important destination for Air New Zealand, with the airline operating more than 500,000 seats into the western US state with up to double daily direct services from Auckland to Los Angeles, a daily service between London and Los Angeles and up to daily Auckland-San Francisco service.

“This popular destination is a key focus for our sales and marketing teams across the UK, Australia and New Zealand.

“Joint activity to be undertaken across these markets by Air New Zealand and Visit California will include consumer campaigns, joint investment in showcasing California’s attractions through international media programmes and trade media, as well as trade education.”

Visit California associate vice president, global marketing, Leona Reed, added: “We have enjoyed a great partnership with Air New Zealand in recent years and are excited to continue to grow our relationship on a global scale in the years to come.

“Its creativity and forward-looking brand matches up well with our destination fuelled by innovation, diversity and impeccable customer service.”