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Tourism NZ entices Aussies to cross the Tasman

Tourism New Zealand is enticing Australian skiers and winter holiday makers this season with their latest campaign ‘more magic every day’.

Tourism New Zealand is enticing Australian skiers and winter holiday makers this season with their latest campaign ‘more magic every day’.

The successful campaign, now into its third year, sees Tourism New Zealand partner with Air New Zealand, Flight Centre, Instagram, and ski industry in New Zealand to encourage Australians to cross the Tasman for a winter escape.

Tony Saunders, Tourism New Zealand General Manager Australia says the new winter campaign highlights the variety of unique winter experiences on offer in New Zealand – both on and off the slopes.

“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.”

Tony Saunders, Tourism New Zealand General Manager Australia

The campaign aims to grow first time arrivals, increase average ski days and encourage Australians to cross the Tasman for the perfect winter holiday.

“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,” says Tony.

Air New Zealand General Manager Australia, Leanne Geraghty says “to celebrate our 75th anniversary and in recognition of the importance of the Australian ski market to New Zealand, Air New Zealand have today launched a winter sale so more Australians can enjoy the ski season this year.”

The sale period runs from Monday 23 March to Friday 27 March 2015.

Together, Air New Zealand and alliance partner Virgin Australia will operate more than 120,000 seats between Australia and Queenstown over the July to September period.

For the first time, Tourism New Zealand has partnered with Instagram to promote New Zealand in winter through paid imagery and video content.

Brand Development Lead, Instagram Australia and New Zealand, Sophie Blachford says “Instagram is an inspiration seeking experience and a great engagement platform for brands. It is the perfect channel to highlight Tourism New Zealand’s stunning winter shots, especially with the younger ski audiences that the new campaign is seeking to reach. 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.”

Back by popular demand #NZdronie will be operating in New Zealand’s mountain ranges. The flying drone allows ski enthusiasts to create personal videos and share the beauty of the South Island with their friends.

On ski hub there will be an expert 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.

New Zealand South Island ski and snow holidays have been on the increase for Australians since 2005. Currently over 100,000 Australian ski enthusiasts travel to New Zealand to experience a unique ski holiday. Over the last decade arrivals have grown significantly in the South Island during the winter peak months from July to September.

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What do you think about Tourism New Zealand’s  partnership with Air New Zealand, Flight Centre and Instagram?