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Dare to take a 'Different Journey' to the South?

Tourism New Zealand and Christchurch Airport have teamed up to drive more tourists to the South Island with a new campaign urging Aussies to take a 'different journey' to the south.

Tourism New Zealand and Christchurch Airport have teamed up to drive more tourists to the South Island with a new campaign urging Aussies to take a ‘different journey’ to the south.

The ‘Every Day a different journey’ campaign promotes New Zealand as the ‘ultimate destination’ for Australians through images highlighting the South Island’s diversity of hidden gems and experiences.

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Being rolled out across key media channels including print, digital and social media, Tourism New Zealand’s GM said he’s excited with renewed focus on the South Island and expects it will target Australians looking to experience shorter trips and tailored longer journeys.

“This key initiative includes working directly with Christchurch International Airport to drive flights into Christchurch and promote travel throughout the South Island.”

Tony Saunders, Tourism New Zealand General Manager

 

“We know that when Australians fly into Christchurch they visit more regions and stay longer, so we’ve created five ‘Great Journeys’ of the South Island, which start from the top of the South Island to the bottom, and everything in between.”

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As part of the broader campaign, a 12-page News Corp travel lift out on the South Island will be distributed across Australia on 22 February with News Ltd publications.

Christchurch Airport Chief Executive, Malcolm Johns is enthusiastic about the strategic campaign in market through February and March.

“Visitors come here to travel around and between the many regions and sample the wide variety of experiences on offer here.  We anticipate significant opportunities for growth from this campaign, through luring lots more visitors across the Tasman.”

Malcolm Johns, Christchurch Airport Chief Executive

The joint marketing venture between Tourism New Zealand and Christchurch International Airport also includes all the regional tourism organisations of the South Island, with Air New Zealand on board to promote direct services between Sydney, Brisbane and Melbourne and Christchurch over the summer period.

What do you think of the new campaign? Think it will drive more visitors to the South Island?