Industry leaders in New Zealand will invest some $20 million in tourism over the coming 12 months to drive up international tourism and promote new direct air routes from the country.
The marketing partnership between Air New Zealand and Tourism New Zealand is an extension to the original agreement signed in 2013 and will run throughout the 2016 financial year.
Collectively investing more than $20 million during the 12-month period, the two groups will undertake joint marketing activity designed to promote travel to New Zealand in international markets.
The partnership will see Air NZ & Tourism NZ cooperate on marketing.
The agreement will see marketing activity increase in South America to support Air New Zealand’s forthcoming direct services between Buenos Aires and Auckland – New Zealand’s first-ever scheduled direct services to the continent.
The two groups will also concentrate on pushing tourism to and from the United States, which will promote the carrier’s new direct services to Houston.
Air New Zealand Chief Executive Officer Christopher Luxon said by extending their partnership the organisations can capitalise on existing tourism growth momentum and what he dubbed as a ‘very successful FY15’.
“To give just one example of the power of this collaborative approach, Air New Zealand and Tourism New Zealand worked together on a winning bid and hosted China’s top reality TV programme ‘Dad, where are we going?’ to film in New Zealand.”
Christopher Luxon, Air New Zealand Chief Executive Officer
“As a result destination New Zealand was showcased to an enormous audience of more than 400 million people in China through television and a further 26 million through social media.”
Tourism New Zealand and Air New Zealand signed their first joint marketing partnership in 2013.
Some marketing will be directed toward South America.
Together they’ve invest some 60 million in three years.
Since launching the partnership they’ve seen tangible tourism results, with visitation to New Zealand increasing seven percent last year compared to the previous year.
“We know that working collaboratively extends the reach and effectiveness of our campaigns, and look forward to continuing to collaborate with Air New Zealand to build on the positive results we have achieved to date.”
Kevin Bowler, Tourism New Zealand Chief Executive
The new MoU will also see Tourism New Zealand and Air New Zealand launch cooperative marketing activity in the key markets of China, Japan, Hong Kong, Australia, North America, the United Kingdom and Europe as well as activity in Latin America.
Campaigns and activity will also focus on encouraging visitation to New Zealand during spring and autumn months.
