Tourism Queensland and TTNQ launch major Tropical North Queensland Campaign into NZ market
Published Monday, 02 March, 2009 at 02:33 PM
Minister for Tourism, Regional Development and Industry
The Honourable Desley Boyle
A new advertising blitz valued at nearly half a million dollars has been launched to reposition Queensland in the important New Zealand market, Tourism Minister Desley Boyle said.
The $463,000 international campaign is a partnership between Tourism Queensland, Tourism Tropical North Queensland, Tourism Australia and Air New Zealand and funded by the Federal Government under the Federal Minister for Tourism Martin Ferguson’s tourism assistance package.
Ms Boyle said the campaign is designed to educate and motivate Kiwis to travel to Queensland and take advantage of the diverse experiences available.
“This is an important campaign in terms of reinvigorating Tropical North Queensland in the eyes of New Zealanders.
“New Zealand is Queensland’s largest source market and in the year ending September 2008, 411,000 New Zealanders visited Queensland contributing $571 million to the state economy.
“Given the global downturn in long haul travel, short haul markets such as New Zealand are vital in ensuring we continue to maintain tourist numbers over the short term.
“The print and online campaign creative concepts were based on extensive consumer research recently undertaken in New Zealand by Tourism Queensland and Tourism Tropical North Queensland.
“The research established that Queensland needed to reposition itself and highlight the sophisticated range of resort style accommodation and associated activities available to visitors from New Zealand,” she said.
Ms Boyle said there had been an increase in marketing activity by South Pacific islands in New Zealand in recent months and it was critical that Queensland was seen as a sophisticated holiday destination by Kiwis with a diverse range of experiences and quality accommodation.
“Actively promoting the direct tri-weekly air services into Tropical North Queensland from Auckland via Air New Zealand is also our priority,” she said.
“We want Kiwis to think of Queensland as an accessible holiday destination where they can enjoy the tropical north within five and a half hours of leaving New Zealand.
“Supporting our aviation partners is critical to maintaining the strength of our industry and we continue to work closely with international carriers on a range of options to improve capacity to Queensland.
“It is airline partnerships and strategic aviation planning that will maintain Queensland’s title as Australia’s favourite holiday destination and our dominance in the Australian tourism market well into the future.”
The campaign will run from 1 March – 30 June and will feature in major lifestyle publications as well as online via Tourism Queensland’s website – www.queenslandholidays.co.nz/TNQ.
FURTHER INFORMATION
Minister’s Office – + 61 7 3225 1005
Tourism Queensland – +61 7 3535 5588
The $463,000 international campaign is a partnership between Tourism Queensland, Tourism Tropical North Queensland, Tourism Australia and Air New Zealand and funded by the Federal Government under the Federal Minister for Tourism Martin Ferguson’s tourism assistance package.
Ms Boyle said the campaign is designed to educate and motivate Kiwis to travel to Queensland and take advantage of the diverse experiences available.
“This is an important campaign in terms of reinvigorating Tropical North Queensland in the eyes of New Zealanders.
“New Zealand is Queensland’s largest source market and in the year ending September 2008, 411,000 New Zealanders visited Queensland contributing $571 million to the state economy.
“Given the global downturn in long haul travel, short haul markets such as New Zealand are vital in ensuring we continue to maintain tourist numbers over the short term.
“The print and online campaign creative concepts were based on extensive consumer research recently undertaken in New Zealand by Tourism Queensland and Tourism Tropical North Queensland.
“The research established that Queensland needed to reposition itself and highlight the sophisticated range of resort style accommodation and associated activities available to visitors from New Zealand,” she said.
Ms Boyle said there had been an increase in marketing activity by South Pacific islands in New Zealand in recent months and it was critical that Queensland was seen as a sophisticated holiday destination by Kiwis with a diverse range of experiences and quality accommodation.
“Actively promoting the direct tri-weekly air services into Tropical North Queensland from Auckland via Air New Zealand is also our priority,” she said.
“We want Kiwis to think of Queensland as an accessible holiday destination where they can enjoy the tropical north within five and a half hours of leaving New Zealand.
“Supporting our aviation partners is critical to maintaining the strength of our industry and we continue to work closely with international carriers on a range of options to improve capacity to Queensland.
“It is airline partnerships and strategic aviation planning that will maintain Queensland’s title as Australia’s favourite holiday destination and our dominance in the Australian tourism market well into the future.”
The campaign will run from 1 March – 30 June and will feature in major lifestyle publications as well as online via Tourism Queensland’s website – www.queenslandholidays.co.nz/TNQ.
FURTHER INFORMATION
Minister’s Office – + 61 7 3225 1005
Tourism Queensland – +61 7 3535 5588