Tourism NZ’s campaign via Whybin\TBWA Sydney, promotes NZ’s South Island
Tourism New Zealand and Christchurch Airport have launched the latest in their ‘Every day a different journey’ campaign via Whybin\TBWA Sydney, promoting the South Island of New Zealand as the ultimate destination for Australians.
The campaign targets the eastern seaboard of Australia and highlights the diversity of naturally hidden gems and experiences.
Tony Saunders, general manager of Tourism New Zealand, Australia is excited to see a renewed focused on promoting holidays in the South Island.
Says Saunders: “This key initiative includes working directly with Christchurch International Airport to drive flights into Christchurch and promote travel
throughout the South Island.
“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.
“The campaign strongly encourages Australians to “Discover the South Island” whether it is through shorter trips or tailored longer journeys – it’s as easy as selecting your trip.
The campaign will be rolled out across all key media channels with significant digital presence as well as social media and print.
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.
Says Johns: “Christchurch Airport is the natural gateway to the South Island, which has long been New Zealand’s brand engine room. 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.”
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.
4 Comments
Why don’t they use Whybin\TBWA Auckland?
The land rover spot does more for the south island than this
Struth: Keep up, Auckland was considered the second best option. They now do photocopied birthday invites for the client every so often.
Bit of a pity, really. ANZ must really be trying on a day to day basis. Not that there ar many days left on that contract.
What’s really clever is the headline. It has a double meaning. ‘Pick of the bunch’ means you get to choose from the best options. But when seen in the context of the location – a vineyard – there’s a lovely additional reference to ‘picking’ a ‘bunch’ of grapes. Brilliant copywriting.