Tourism Auckland launches Australian campaign
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18 Mar 10 (TravMedia.com): Tourism Auckland aims to boost Australian visitor numbers with an innovative $2.7 million marketing campaign which has just been launched.
The regional tourism organisation’s first major offshore media campaign aims to attract Australians to Auckland during the shoulder season, and have an incremental increase in their length of stay and spend.
The dynamic campaign - which is closely aligned with Tourism New Zealand’s 100% Pure brand - highlights that Auckland is a diverse region where you can ‘Make your own adventure’.
The key campaign element is a website where potential visitors can experience the diversity of Auckland’s products through an interactive video tool.
The website - on www.aucklandnz.com - is a one stop shop where consumers can search and book flights, accommodation and a full adventure package.
Tourism Auckland Chief Executive, Graeme Osborne, says the user-friendly website breaks new ground.
“There’s nothing quite like this in the New Zealand industry - it’s fresh, fun and takes advantage of sharp technology. I’m confident consumers will be intrigued by what they see online and motivated to make Auckland their next holiday destination,” says Osborne.
The website showcases all kinds of adventures from indulgence, wine, golfing and sailing to nature, horseriding and family activities.
To support the site, an edgy TV ad will air in Sydney and feature Australian visitors enjoying a jam-packed Auckland adventure, including catching local snapper, climbing a volcano and quadbiking in a rainforest.
“It’s about changing the perception that Auckland’s a little Sydney. In fact it’s quite different - the region is so incredibly diverse. We want visitors to understand they can enjoy the best of New Zealand right here in Auckland,” says Osborne.
Key funding partners backing Tourism Auckland’s campaign include Auckland International Airport and Air New Zealand, with Tourism New Zealand a supporting partner.
Tourism New Zealand CEO, Kevin Bowler, says the campaign ideally positions Auckland as a diverse destination.
“Auckland’s ‘Make your own Adventure’ campaign is a perfect example of how regions can sell their own unique attributes and attractions while fitting with the 100% Pure New Zealand message.
“We are delighted to have worked with Tourism Auckland to get this campaign into the market ahead of the autumn booking season to boost arrivals in the shoulder period,” says Bowler.
More than 45 Auckland tourism operators are also involved in the promotion and feature deals on the website and in a direct mail piece.
Air New Zealand, ANZCRO, Blue Holidays, Emirates, Flight Centre and Jetstar will support the campaign with trade marketing activity.
Tourism is big business in Auckland, generating in excess of $3 billion of GDP per annum and supporting more than 50,000 full time jobs.
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