NZ tourism board and airline pen new US$15m deal
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Tourism New Zealand and Air New Zealand will extend their marketing partnership though the 2016 financial year, with a joint investment of more than NZ$20 million (US$15m).
The two parties signed a Memorandum of Understanding (MoU) in 2013 to undertake joint marketing activities promoting travel to New Zealand in international markets. This was extended in 2014 and the latest agreement will take the total investment to more than NZ$60m over three years.
The new deal will see marketing activity increased in South America and the US, ahead of the launch of Air New Zealand’s new direct services to Buenos Aires and Houston, both of which will commence in December this year.
“Inbound tourism reached a new high in the past financial year with 2.94 million visitor arrivals, up 7% on the previous year,” said Tourism New Zealand’s chief executive, Kevin Bowler.
“We know that working collaboratively extends the reach and effectiveness of our campaigns, and look forward to continuing to collaborate with Air New Zealand to build on the positive results we have achieved to date.”
Under the terms of the new MoU, Air New Zealand and Tourism New Zealand will each invest more than NZ$10m over 12 months in marketing activities in the key markets of China, Japan, Hong Kong, Australia, North America, Latin America, the UK and Europe. Campaigns and activity will focus on encouraging visitation to New Zealand during the spring and autumn months.
The announcement of the extended deal comes just days after Tourism New Zealand unveiled the latest stage its long-running tourism campaign, 100% Pure New Zealand.
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