Tourism New Zealand and Destination Queenstown partner to boost tourism

Tourism New Zealand and Destination Queenstown have launched a joint marketing campaign to drive summer visitation to the region.

The announcement:

Tourism New Zealand and Destination Queenstown will undertake a joint marketing campaign to drive summer visitation to the region, showcasing the adventurous side of a Queenstown holiday.

The campaign “Everyday a different story” will be rolled out in New South Wales and Victoria from today with a focus on attracting more visitors to Queenstown during January to April 2014.

Tourism New Zealand General Manager Tim Burgess said the national tourism body was delighted to be working with Destination Queenstown.

“We are thrilled to be working with Destination Queenstown. Not only is Queenstown accessible, it’s widely recognised as the adventure capital of the world and this campaign will help build on the success of that,” Mr Burgess said.

“A recent finding in the 2013 Adventure Tourism report confirms adventure is a core credential of New Zealand so we know it has broad appeal and resonates with both the young and old.”

The joint summer campaign will showcase the uniqueness of Queenstown and feature adventure experiences against Queenstown’s stunning natural backdrops. In addition to outdoor and online advertising, Jetstar will also help drive conversion with airfares.

Destination Queenstown CEO Graham Budd said the partnership is expected to boost inbound tourism with Jetstar flights feeding directly into Queenstown from Sydney and Melbourne.

“Queenstown is widely known in Australia for its winter offerings however the message from this campaign is that the region is the ideal adventure getaway with a wide range of summer activities on offer,” Mr Budd said.

“Queenstown is home to numerous world ‘firsts’ in adventure terms with the first commercial jet boating operation and the world’s first commercial bungy jump.”

TripAdvisor voted Queenstown ‘No. 1 Outdoor and Adventure Destination in the World’ in the annual Travellers Choice Awards, as well as coming 15th overall in the ‘Top 25 Destinations in the World’ in 2010. In 2012, Lonely Planet selected New Zealand’s Southern Lakes region as one of the world’s Top 10 Regions to visit.

Australian’s heading to New Zealand can expect adventure, amazing food and wine, walking and cycle trails, direct flights and great deals on airfares.

Source: Tourism New Zealand media release


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