Tourism NZ shacks up with Qantas
By Esther Goh,
Tourism New Zealand is cosying up to Qantas with new marketing partnership worth a cool $4 million over two years.
Their memorandum of understanding is aimed at boosting visitor arrivals into New Zealand on Qantas flights and outlines a financial commitment to joint planning and partnership marketing in our key tourism markets of the US, the UK, Germany, and, in particular, Australia.
Cooperative activity includes TV and online advertising and promotional campaigns.
Each party will invest NZ$1 million each year from July 1, 2012, to June 30, 2014.
TNZ chief executive Kevin Bowler says a partnership approach to marketing underpins the
"Through partnership marketing we achieve greater reach and effectiveness of our campaigns by combining funds and offering attractive offers for potential visitors. With access to Qantas’s databases such as Frequent Flyer, we can also be much more targeted in our marketing and talk directly to people with an interest in the 100% Pure New Zealand experiences on offer."
Previous partnership campaigns with Qantas previously had been well received, he said, including the Qantas ‘Great Crusade’ competition, which
offered flights to New Zealand and a scenic tour of the country to
follow the Wallabies.
“Around 70 percent of those who saw the campaign agreed that it increased their interest in visiting New Zealand within 12 months and some AU$1 million in PR exposure was achieved.”
Rohan Garnett, Qantas regional general manager for New Zealand and the Pacific Islands, says the new agreement continues the strong relationship between Qantas and TNZ.
“By working together we hope to make a compelling case for visitors in key markets to visit NZ flying with Qantas," he said.
“We particularly look forward to developing the inbound tourism market from Australia, which underpins the close economic and cultural relationship between our two countries. In the long-haul markets of the UK, US and Germany, meanwhile, a combined approach will ensure New Zealand stands out in the competitive global tourism environment.”