Air New Zealand and Tourism New Zealand have announced a NZ$20m (A$18.5m) extension to their marketing partnership.
The airline signed an MoU with Tourism NZ last year to undertake joint marketing activity promoting travel to New Zealand in key international markets, and the extension will see the partnership continue through financial year 2015 and will extend cooperative marketing activity to include Singapore and South East Asia in support of Air NZ’s proposed alliance with Singapore Airlines.
“Working together to capitalise on this momentum is a natural progression that will positively impact New Zealand’s tourism industry and is a wonderful example of collaboration which supports the Tourism Industry Association’s Tourism 2025 framework for growth,” Air New Zealand Chief Executive Christopher Luxon said in a statement. “Our joint activity to market The Hobbit films offshore has been incredibly successful. The most recent campaign resulted in not only strong fare sales but also showed the activity really resonated with our target audiences with a recent survey showing 14 percent of holiday arrivals were influenced to travel to New Zealand by the movies.”
The MoU will see the airline and Tourism NZ each invest NZ$10 million over the next 12 months in co-operative marketing activity in Australia, China, Hong Kong, Japan, North America, the UK and Europe, as well as increased activity in emerging markets such as India, Indonesia and Latin America.