New Zealand Blitzed with Queensland Perfect Holiday Campaign
Queensland, Australia (News4us.com) April 18, 2011
An extensive marketing campaign that kicked off in New Zealand last weekend is aimed at telling Kiwis why nothing beats Queensland for the perfect holiday.
The TV, print, online and multimedia blitzforms part of the Federal and State Governments’ joint $12 million tourism recovery strategy under the banner of Nothing Beats Queensland.
Federal Tourism Minister, Martin Ferguson AM MP said the AUD$1 million New Zealand campaign will help spread the message that nothing beats Queensland’s holiday destinations to one of our key markets.
“New Zealand is Queensland’s largest international market, representing 20 per cent of all international visitors to the state,” Minister Ferguson said.
“That’s why is this partnership between Tourism Australia and Tourism Queensland is so important in getting the message out and stimulating travel from New Zealand.”
Queensland Minister for Tourism, Manufacturing and Small Business, Jan Jarratt, said that this would be the largest campaign ever undertaken by Tourism Queensland in New Zealand.
“Following Queensland’s recent severe weather events, this campaign is aimed at reassuring New Zealanders that Queensland is ready and waiting to welcome our trans-Tasman neighbours back to their favourite international holiday destination,” Minister Jarratt said.
A series of television advertisements will commence across the country from Sunday, covering themes such as reef, beaches, rainforest, and theme parks.
Online advertising will roll out across sites such as NZHerald.co.nz, Stuff.co.nz and Yahoo.co.nz. The campaign will also be promoted via billboards, bus back advertising, and an editorial spread in MindFood Magazine.
In addition, key retail travel agencies will continue to market Queensland destination packages.
“Queensland welcomed a total of 404,000 New Zealand visitors in the year ending December 2010, who spent $526 million on their trips in Queensland,” Ms Jarratt said.
“It is forecast that New Zealand arrivals to Australia will increase by an average of two percent per year and reach 1.4 million arrivals in 2020.
“This marketing activity is an important component of our recovery strategy, designed to encourage our most important market to book a Queensland holiday and support the state’s $9.2 billion tourism industry,” she said.
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