Tourism New Zealand turns to Instagram to drive Australian travellers

Tourism New Zealand has launched the third iteration of the ‘more magic every day’ winter campaign partnering with Flight Centre, Instagram, and the local ski industry to target Australian travellers.

For the first time the tourism body is using Instagram to drive sales with paid imagery and video content, while Flight Centre is running a sale targeted at the Australian market in conjunction with Virgin Australia and Air New Zealand.

Instagram’s brand development lead in Australia and New Zealand Sophie Blachford said: “Tourism New Zealand is one of the first travel brands to partner with us for the launch of video on Instagram, which offers the same visual, immersive quality as photo ads on Instagram, but gives us the added ability to demonstrate sound and motion.”

tourism NZ instagramTony Saunders, Tourism New Zealand general manager Australia said: “The majority of Australian’s that visit New Zealand for the ski season are beginners who want the freedom to take to the slopes in the morning and then unwind at a local winery in the afternoon. The new campaign will showcase the variety of activities on offer for travellers to enjoy throughout their winter holiday.”

The campaign aims to grow first time arrivals and increase the number of average ski days from Australia.

“This year’s campaign launches earlier than ever before. Through our partnership with Air New Zealand and Flight Centre we will be looking to drive Australians to not just think about a winter holiday in New Zealand, but to book it and make it happen,” said Saunders.

The sale period runs from Monday March 23 to Friday March 27 with the airlines operating more than 120,000 seats between Australia and Queenstown over the July to September period.

The #NZdronie will also return for the ski season, which sees a drone operating in New Zealand’s mountain ranges allowing skiers to create personal videos and share the beauty of the South Island with their friends.

Other activations will see a ski hub on with ski writer Rachael Oakes-Ash providing advice, tips and insider knowledge on ski and winter holidays in New Zealand.

The winter campaign runs from 9 March through until July leading with TV advertising along the Eastern Seaboard, out-of-home advertising, online advertising and integrated activity across social media platforms.

Travel Summit





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