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
Airport Chief Executive, Malcolm Johns is enthusiastic about the
"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."