Driving Aussies south

A campaign enticing Australians to drive around the South Island is in top gear.

The "Every day a different journey" campaign boldly reminds people living on the eastern seaboard of Australia why the South Island is famous for its diversity and beauty.

General Manager of Tourism New Zealand, Australia Tony Saunders says "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, from the top of the South Island to the bottom, and everything in between."

The campaign has been rolled out across all key media channels in Australia, with significant digital presence as well as social media.

Airport Chief Executive, Malcolm Johns is enthusiastic about the strategic campaign.

"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 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 summer.

Chief Executive of Tourism West Coast Jim Little says the West Coast is ready to welcome more Australians. "Australian visitors are an important market for the West Coast. They travel at different times of the year and provide regular guest nights for West Coast accommodation".

CEO of Christchurch and Canterbury Tourism Tim Hunter agrees Australians are vitally important for the South Island and love to explore it. "Our friends across the ditch have been a core part of South Island tourism and we're working hard to restore their love of our part of the world and all the experiences it offers."