The South Island tourism industry has a new message for its
Australian neighbours: from the West Coast to Wanaka, Marlborough
to Queenstown and Southland and everything in between - nothing
beats a South Island Road Trip.
Christchurch Airport and Tourism New Zealand are partnering with
all regions of the South Island in a campaign to remind Aussies of
all the amazing experiences on offer just a short flight away.
The three year campaign will see the parties directly invest
three million dollars over three years into luring our neighbours
over for a road trip around the South Island. In addition, to the
direct spend there will be a wide range of media and travel agent
development activity, which will see the value delivered by the
campaign reach as much as $4 to 6 million.
Christchurch Airport Chief Executive Malcolm Johns says as the
gateway to the South Island, Christchurch Airport is excited to be
working in partnership with Tourism New Zealand to increase
visitors to all regions of the South Island.
"With increased capacity into Christchurch from Australia this
summer, we're confident this campaign will remind Australians of
why the South Island's such a great place. Australians
are our largest visitor market and attracting more of them back to
the South Island is critical to the recovery and growth plans of
not just the airport, but the city, the South Island and the
country," he says.
Tourism New Zealand Chief Executive Kevin Bowler says TNZ is
excited to see one of its largest campaigns return to the South
Island next year.
"We know from past campaigns that the self-drive offer
encourages travellers to explore further afield while they are here
- increasing length of stay and the number of regions visited, both
key goals of all our activity in Australia. We have seen great
success from our wider campaign activity in the South Island over
the past few years and look forward to working with Christchurch
Airport and tourism partners to tell a fresh and compelling story
to bring more Australians to South Island roads over the next three
years," he says.
Chief Executive of Tourism West Coast Jim Little says the
West Coast is keen 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 they
love to explore it. "Our friends across the ditch have been a
core part of South Island tourism and we are working hard to
restore their love of our part of the world and all the experiences
it offers - from mountains and lakes to glaciers and beaches, all
easily accessible by road. Tourism operators around the whole
island are keen to roll out the welcome mat."