West Coast’s cool spots pitched to Australians
Tourism New Zealand is to launch a new campaign to encourage visitors to look beyond the usual destinations.
The $3.2 million project will promote the South Island’s West Coast and Northland, encouraging Australians to visit New Zealand during autumn. It will run for 12 weeks.
Almost half of all international holiday-makers in this country are Australian.
‘‘This is about ensuring that more communities can enjoy the benefits of tourism and for those benefits to be extended beyond the peak season months,’’ said Tourism New Zealand chief executive Stephen England-Hall.
‘‘We know from a successful trial we carried out in Northland last year that it’s possible to influence a shift in travel patterns toward our less-visited areas. The trial campaign resulted in a 40 per cent increase in flight bookings from the state of Victoria.
‘‘It is particularly exciting to add the West Coast to our regional growth work. The West Coast offers a region of contrast that even New Zealanders might not be aware of.
‘‘The glaciers offer an adventure like nowhere else; there are stunning views and challenging bike rides and walks for every level of fitness. It is a dramatic and ever-changing coastline and quite different from anywhere else in New Zealand.’’
England-Hall said encouraging visitors to other areas was part of a multi-agency effort to help regional growth.
‘‘More visitors to the region mean more spending on such things as accommodation, activities, food and drink. Tourism provides significant employment in New Zealand with one in seven people directly, or indirectly, employed in the industry. In regions like the West Coast, this can provide hugely valuable to the local community.’’
The new campaign will also focus on Northland again, reinforcing messages about the beauty of the region and the experiences available to visitors.
The marketing is being run in conjunction with Auckland and Christchurch airports, the regional tourism organisations in Northland and the West Coast, Flight Centre and Air New Zealand. It includes digital advertising including Facebook and extensive outdoor advertising, backed up by trade and PR activities.
The promotion focuses on the east coast cities of Sydney, Melbourne and Brisbane with advertising in kiosks, buses and trams and outdoor billboards showcasing images from the two regions.