ITC Industry News Bulletin #47
In this week’s travel and tourism news, Tourism New Zealand and Christchurch Airport announce a new venture in the South Island, and Tourism New Zealand also launches a brand new marketing campaign.
TOP STORIES
$6m venture to lure new tourists
Christchurch Airport and Tourism NZ (TNZ) have signed a $6m deal to promote the country through this South Island airport. The money will go towards trade activities, PR and advertising.
Initially, the two organisations have agreed to a period of three years. According to the director of trade, PR and major events at TNZ, Rene de Monchy, the first year will be all about the South Island.
“Over the first year we’ll carry out campaign activity to promote South Island road trips departing from Christchurch, aligned with Tourism New Zealand’s focus to attract visitors to more regions.”
Further annual agreements will be decided upon at a later date.
Backpacking campaign marks a first for Tourism NZ
In launching a new campaign created with nothing but user-generated content, Tourism New Zealand has marked a significant first in its marketing strategy. The campaign will take New Zealand images and videos from backpackers around the world, and will use them to build engaging media for future backpackers.
The main target of the campaign is to capture the attention of international travellers who are already in Australia, so would only need to cross the ditch to experience New Zealand.
Andrew Fraser, Tourism New Zealand Director of Marketing, summed it up perfectly when he said “what better way to showcase the amazing experiences of [sic] offer than by showing real travellers authentic experiences”.
You can check out a backpacking trip from Auckland to Wellington that’s part of the campaign here.
IN BRIEF
New schedules and cheaper flights in NZ
Air New Zealand has announced that it will be adding more flights between Wellington and New Plymouth later in the year to make it easier for people travelling between the two cities. With competition leading to better flights and deals for customers, domestic travel has dropped in price by 10 per cent in the last year, according to an analyst. Read more.
New Zealand business’ time to shine
New Zealand’s travel industry was on show this week in Europe at the IMEX Frankfurt trade show in Germany. A large contingency of travel groups attended, including Tourism New Zealand and Auckland Tourism, with a goal to attract more visitors to business events in the country. Read more.
A shot at free worldwide travel for over 60s
New Zealanders and Australians over the age of 60 have been invited to apply for an internship that would see them travelling the world thanks to the Luxury Escapes website. The successful intern would be expected to visit luxury destinations and review his or her experiences while sharing the journey via social media. Read more.
Hiking huts in hot demand in Southland
The Te Araroa trail is a 3,000-km route that takes walkers between the very tip of the North Island to the bottom of the South Island, and it’s proving to be so popular that the huts in the Southland portion of the track are becoming difficult to book. Many of the trail’s walkers travel with tents, but reports suggest that the huts have recently been full to overflowing. Read more.
Otago’s service industry booming thanks to tourism
According to the BNZ-BusinessNZ Performance of Services Index, the Otago-Southland region recorded 63.4 points – a marked lead against other areas. John Scandrett of the Employers Association in the region said this was largely down to record visitor numbers and tourist demand. Read more.
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