A £1.95 million drive to boost visitor arrivals into New Zealand over two years has been unveiled by Tourism New Zealand (TNZ) and Qantas.
The marketing push will target the key outbound markets of Australia, the US, UK and Germany.
Co-operative activity includes advertising and promotional campaigns, television promotional activities, and an on-line presence and profile through each party’s websites.
The partnership was announced at New Zealand trade show TRENZ in Queenstown.
Tourism New Zealand chief executive Kevin Bowler said: “Through partnership marketing we achieve greater reach and effectiveness of our campaigns by combining funds and offering attractive offers for potential visitors.
“With access to Qantas’s databases such as Frequent Flyer, we can also be much more targeted in our marketing and talk directly to people with an interest in the 100% Pure New Zealand experiences on offer.
“Having delivered partnership campaigns with Qantas previously, we know how successful they can be.”
The TNZ-Qantas partnership will target have a primary focus on Australia.
Bowler said: “Australia remains our largest source of visitor arrivals and this agreement focuses on our core trans-Tasman market.
“Qantas remains a significant airline out of the US, Germany and Europe and we expect this partnership to help tackle some of the challenges we face in those markets with the high New Zealand dollar and global financial crisis.”
Qantas regional general manager New Zealand and Pacific Islands Rohan Garnett added: “We particularly look forward to developing the inbound tourism market from Australia, which underpins the close economic and cultural relationship between our two countries.
“In the long-haul markets of the UK, US and Germany, meanwhile, a combined approach will ensure New Zealand stands out in the competitive global tourism environment.”
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