Tourism Australia launches targeted NZ campaign

Tourism Australia is kicking-off its first international campaign in more than a year to remind New Zealanders of all the experiences and destinations across the country.

The A$3 million (NZ$3.25 million) ‘Be the First’ campaign leverages New Zealand being the first international market to travel to Australia without mandatory quarantine on either end. The campaign will run until June 2021 across TV, out-of-home, online, print and radio, and will be supported by a range of PR and partner activities.

All marketing activity will be amplified via partnerships with Qantas and Air New Zealand, the state and territory tourism organisations and key distribution partners which will provide tactical offers aimed at increasing travel to Australia from New Zealand.

Tourism Australia will also be working with its network of close to 600 specialist agents in New Zealand to help promote travel to Australia.

The Trans-Tasman route is Australia’s busiest international aviation corridor with more than 7 million passengers in the 12 months year ending January 2020 before COVID-19 hit international aviation.

Tourism Australia managing director Phillipa Harrison said that she hoped New Zealanders would make the most of the two-way travel bubble and enjoy being the first international travellers back to Australia.

“Australia has long been the most popular outbound travel destination for New Zealanders, who spent $2.6 billion on their travels here in 2019. While the travel bubble won’t fill the void of all lost international business, it will provide an important boost to our industry by helping to drive demand to some of those areas that need it most.

“That is why we’re calling on New Zealanders to take the opportunity to relax, reconnect with loved ones, and discover – or perhaps rediscover – some of the lesser-known parts of Australia that make us such an incredible holiday destination.”

Tourism New Zealand is also planning activity to increase visitation and leverage the pent-up demand and desire to travel amongst Australians. 

“Tourism New Zealand has been working hard to keep Aotearoa top of mind for Australian visitors over the last year,” said interim chief executive René de Monchy. “We will need to work even harder to convert this into bookings.”

With two-way, quarantine-free travel between the two countries to commences on 19 April.


Creative agency: M&C Saatchi

Media: UM

Digital: Digitas



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