Some of the North Island's best 'hidden gems' are being promoted to Australians in a joint venture campaign between Tourism New Zealand and the Central and Upper North Island Regional Tourism Organisations (RTOs) and key travel partners. Following the success of 2011's South Island Road Trip campaign, Tourism New Zealand is working with Northland, Auckland, Waikato, Rotorua and Taupo RTOs to promote a North Island 'Self Discovery' campaign in Australia.
For the next four weeks, all commuters passing through Sydney's Town Hall train station will be unable to miss a huge range of unique North Island experiences displayed in all visible walkways including escalators, platforms and main entrances and exits. Campaign imagery has also taken over the homepage of some of Australia's major news and entertainment websites over the past seven days. The objective of the campaign is to raise awareness and the perception of the North Island as a unique holiday destination.
Tourism New Zealand's General Manager Australia Tim Burgess says the campaign works to showcase the diverse range of experiences available all within close proximity to one another. "Using experiences such as Waitomo Caves, Waiheke Island, Waipoua Forest, Tongariro Crossing, Polynesian Spa, Rangitoto and Cape Reinga to portray some of the 'hidden gems', the campaign works to visually communicate the variety of experiences available. "The campaign aims to grow holiday arrivals into the North Island during the campaign period, as well as increase the length of stay and the number of regions visited.
Campaign advertising will be directing people to Tourism New Zealand's consumer site newzealand.com connecting Australians actively considering a North Island Self Discovery with travel sellers who can make it happen. Auckland Tourism, Events and Economic Development (ATEED) Manager Tourism Jason Hill says this partnership approach is a great way for the RTOs to collectively market to Australians. "The central and upper North Island is packed with hidden gems and this campaign will help to tell our story and raise awareness amongst Australians of what they can discover and enjoy here," says Mr Hill.
Qantas and Flight Centre are also key partners providing deals and promotion of the campaign via their own channels. Tim says, "this campaign is based on the successful South Island Road Trip campaign held in Australia last year which exceeded all of its objectives and helped to mitigate the decline in Australian arrivals into the South Island. In a similar structure, South Island Road Trips was undertaken in association with a number of South Island RTOs, Christchurch International Airport and New Zealand and Australian based travel trade.
Source: Tourism New Zealand