Tourism NZ targets WA in latest campaign to grow arrivals to Christchurch
Tourism New Zealand has continued its “everyday a different journey” campaign with a move designed to entice West Australians to visit the Christchurch and Canterbury region of the South Island.
The tourism agency has been aggressively targeting WA following the launch of direct fights between Perth and Christchurch late last year. It committed an additional $500,000 to attracting visitors from the state who stay longer and spend more than other Australian visitors when they visit NZ.
https://www.youtube.com/watch?v=wZCEAclf6aY&feature=youtu.be
The fresh push, created by TBWA and flagged by Mumbrella last week, will include TV ads, cinema print, outdoor, online and social media.
“This campaign is about showing Western Australians the diversity of experiences Christchurch and Canterbury have on offer in the hope they’ll jump straight on a trans-Tasman flight,” Tourism New Zealand general manager Tony Saunders said. “West Australians make up over 9 per cent of total holiday arrivals from Australia and represent the fastest growing state in the country.
With holiday arrivals up from last year, the length of stay from West Australian visitors is also longer at 14 days, well ahead of the Australian average of 11.5 days. We’re hoping to see significant opportunities for growth from this campaign and lure lots more visitors from the West Coast of Australia.”
The campaign is a joint marketing venture between Christchurch Canterbury Tourism and Christchurch International Airport in collaboration with Wellington, Marlborough, Kiwi rail and Interislander.
Air New Zealand will also promote its direct services between Perth and Christchurch over the summer months.
Tourism NZ and Destination Queenstown will also undertake a joint marketing campaign to drive summer arrivals.
Steve Jones
Sadly 100% Pure is losing it’s way.
TBWA should go to the essence of the thought and resist trying to constantly ‘decorate’ it.
Having said that ,it is an incredibly resilient platform.One that will last longer than the current agency contract.
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