The New Zealand Winter Campaign is designed to inspire more New Zealanders to cross the Tasman and add to the two per cent increase of 424,000 visitors and $556 million in expenditure, a four per cent increase, in the latest Tourism Research Australia data released recently.
TEQ Chief Executive Officer Leanne Coddington said the recently announced Qantas service from Christchurch to Brisbane and more than a million dollars’ worth of marketing activities were enticing Kiwi travellers to experience the best address on earth this winter.
“This is the perfect time to showcase the State’s diverse tourism experiences to New Zealanders who make up the biggest number of visitors to Queensland and Australia,” Ms Coddington said.
“TEQ’s New Zealand winter campaign, and a recent consumer campaign with Air New Zealand, are spreading the Queensland message to this important market across the prime winter period.
“Marketing initiatives such as these support Queensland’s tourism industry by creating interest and driving international visitation.”
Ms Coddington said the next phase of TEQ’s New Zealand winter campaign, themed Beach Escapes, began last week and drew upon a range of favourite Queensland experiences hand-picked by Kiwi travellers.
“Beach escapes are prominent drivers for New Zealand holidaymakers, especially during winter with the added appeal of Queensland’s warmer tropical climates,” Ms Coddington said.
“Produced in partnership with House of Travel, NZME (New Zealand Media & Entertainment), Gold Coast Tourism and Brisbane Marketing, the campaign aims to position Queensland as an easily accessible winter holiday destination.
“Activity is driven through online, print and a competition element to inspire our neighbours to visit the best address on earth.
“This campaign builds on the success of last year’s New Zealand Winter Campaign, which saw House of Travel increase their room nights to Queensland by 20 per cent compared to the year prior.”
Ms Coddington said TEQ had also partnered with Air New Zealand to run a separate digital and TV consumer campaign, including an online Wow-o-Meter, which showcased the exciting and relaxing experiences on offer throughout Queensland.
“The Wow-o-Meter was a highly engaging online resource of Queensland experiences, garnering over 800,000 page views during the month-long campaign in February,” Ms Coddington said.
“This promotion used heart rates as a visual representation of how exhilarating or peaceful each Queensland activity was, with a key focus on the Gold Coast, Brisbane, Tropical North Queensland and the Sunshine Coast.”