Air New Zealand and Tourism New Zealand today committed to a marketing partnership worth up to $20 million this year, to promote New Zealand in key offshore markets, with a focus on growing international visitation throughout New Zealand and during off-peak periods.
The two organisations signed a Memorandum of Understanding (MoU) today outlining their intent to invest up to $10 million each over 12 months for joint activity in Australia, China, North and South America, Japan, Singapore, the United Kingdom and Europe.
This is the fifth consecutive year Air New Zealand and Tourism New Zealand have coordinated their international market development and promotion, taking the total joint investment to $100 million to date.
This year’s partnership will continue to highlight the distinct experiences on offer and that they are easily accessible though Air New Zealand’s network of 21 domestic ports.
Air New Zealand’s Chief Executive Officer Christopher Luxon says the partnership aligns with the airline’s commitment to supercharge New Zealand’s success by growing tourism’s economic contribution to our national and regional economies.
“Spreading tourists and their holiday spend more evenly throughout the year and beyond the main gateways is a clear way for our regions to share tourism’s benefits –such as increased year-round employment and trade opportunities.
“Working in partnership optimises our marketing spend and strategy, putting our strength behind campaigns to attract more premium travellers to our shores, who stay longer, explore more widely and enjoy our country in all seasons.”
Tourism New Zealand Chief Executive Stephen England-Hall says the decision to commit to a further year of joint investment reflects the success the two organisations have achieved by working together.
“Our joint investment gives us greater impact on the world stage, as we share a consistent message about the ease of travelling here and the fantastic experiences on offer.
“With inbound visitors growing year on year and the industry the biggest export earner in the country, we have an opportunity to focus our collective efforts in promoting tourism to our regions
and in the shoulder season. This will bring benefits and new opportunities to the industry, our regions and communities.”
Air New Zealand and Tourism New Zealand’s collaboration in the past year includes increased marketing in the United States, Argentina and Brazil, with the success of the airline’s direct services from Houston and Buenos Aires.