North Island focus for Oz campaign

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Whybin/TBWA Sydney has refreshed its long-running NZ tourism campaign Every Day a Different Journey – this time it aims to convince Aussies to visit the North Island.

The campaign is a joint venture between Tourism NZ and regional destinations Northland Inc, Ateed, Hamilton & Waikato Tourism, Destination Coromandel, Tourism Bay of Plenty, Destination Rotorua, and Destination Lake Taupo. Also backing Every Day are tourism operators Te Puia Rotorua, Tourism Holdings Ltd, and Avis Budget Group.

Tourism New Zealand general manager AustraliaTony Saunders says this is one of the organisation’s largest and most successful marketing campaigns in the Australian market and is now into its fourth year.

“This year’s campaign focuses on taking a journey through experiences – where one day you can be scaling Auckland’s Sky Tower and the next be standing next to an erupting geyser in Rotorua.

“Our research shows that last year’s campaign proved to be highly motivating, effectively driving preference for New Zealand as a holiday destination to the highest levels we’ve recorded so far,” Saunders said. “With our new targeted focus this year we anticipate even better results.”

The public relations component of the campaign has been significantly expanded this year with extensive media coverage secured to deliver NZ$1.3 million of exposure.

“Through our international media programme, four key Australian social media influencers will take a journey through the North Island, sharing their experiences through social channels reaching an audience of 830,000.

“The reach provided by media coverage is far greater than what we can achieve with paid advertising alone and is a core element of all our activity.”

Marketing activity includes TV advertising promoting key campaign regions, supported by digital, online and social media activity on Trip Advisor and Facebook, driving traffic to campaign pages on

Activity with Flight Centre and Air New Zealand will directly target their consumer databases, digital and social channels.

Auckland Tourism, events and economic development manager of tourism Jason Hill said partnerships remain vital to the success of this campaign.

“We’re very excited to be a major partner in the campaign and look forward to delivering activity that tells a fresh and compelling story – ultimately luring Australians across to the North Island.”

The campaign will once again target potential travellers in New South Wales, Victoria and Queensland with a focus on the main metropolitan areas of Sydney, Melbourne and Brisbane as the largest source markets of Australian visitors to New Zealand.

Australia is New Zealand’s largest international visitor market with 1,239,808 visitors in the year ending July 2014.

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