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A joint-marketing campaign launched this week by Tourism New Zealand (TNZ) and Pacific Blue will be the first of many to hit Australia. The two partners have kicked off the "What’s Ours Is Yours" campaign – a three week advertising and sales push running from 25 October to 15 November.
The campaign is themed around the idea that Australian’s may have claimed many of New Zealand’s favourite things, but as a visitor destination we’re still happy to let them share our fantastic tourism experiences.
The campaign coincides with Christchurch and Canterbury Tourism’s "Best Kept Secrets Campaign" which started in Australia on 24 October. CCT partnered with Nelson Tasman Tourism, Tourism West Coast, Destination Marlborough and Christchurch International Airport for the campaign.
The CCT campaign is fronted by Phil Keoghan a native Cantabrian and presenter of the hit TV series The Amazing Race. The Christchurch campaign is co-funded from the Government’s $5 million joint venture fund allocated in this year’s Budget.
Hamilton and Waikato have also launched joint venture advertising online and in print to coincide with the Tourism New Zealand/ Pacific Blue partnership.
Tourism New Zealand Chief Executive Kevin Bowler said TNZ’s work with Pacific Blue and regional tourism organisations were examples of the kind of partnerships TNZ wanted to create more of.
"Partnerships are one of the key pillars of our marketing strategy to 2013. We want to do more partnerships that help us deliver more visitors and give us a clearer ‘line of sight’ to measuring our success through sales," Kevin Bowler said.
The Pacific Blue and TNZ campaign will see the two entities matching investment dollar-for-dollar. The campaign will run across TV advertising and banners on major websites, as well as advertising in major newspapers such as the Sydney Morning Herald and the Courier Mail in Brisbane.
The first week of the campaign will include discounted airfares, which will be followed by discounted travel packages in weeks two and three.
Kevin Bowler said the flurry of campaign activity, both at a national and regional level, would promote New Zealand in the lead-up to the peak holiday period.
"We want to be in market now to stimulate bookings over the pre- and post-Christmas and New Year peaks to spread Australian travel more widely over that important time in the tourism calendar."
Arrivals from Australia reached 96,074 in September, up 1.2% on the same month last year. In the year to September, 1,121,761 Australians visited New Zealand, an increase of 7.3 per cent on the year to September 2009.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
