Friday, 9 February 2001
In Five Days You¡¦ll Feel 100%
The biggest joint marketing venture for Tourism New Zealand and Air New Zealand ¡V ever ¡V has just been launched in
Australia.
The 6 million(AUD), eighteen month-long campaign builds on the strong awareness of the 100% Pure New Zealand brand,
first launched in July 1999.
Using the tagline ¡¥In Five Days, you¡¦ll feel 100%¡¦, the campaign aims to capitalise on research findings indicating
that consumers are becoming more time conscious.
¡§Tourism New Zealand research in the Australian market found that the traditional four week holiday is making way for
more frequent, shorter holidays,¡¨ says George Hickton, Chief Executive of Tourism New Zealand. ¡§This in turn
highlighted the market potential of the ¡¥getaway¡¦ segment of consumer ¡V consumers who travel for 5-7 days at a
time.¡¨
This is an ideal opportunity for New Zealand, already the number one destination for Australians.
¡§New Zealand is ideally suited to meet these consumer demands ¡V we are geographically close to Australia, which
minimises time spent travelling, yet we are an overseas destination, giving kudos to any planned trip,¡¨ Mr Hickton
adds.
¡§We aim to capitalise on this by reinforcing the image of New Zealand as an accessible international destination that
can be enjoyed in week-long breaks, more often. This fits into Tourism New Zealand¡¦s vision of getting international
visitors to come now, do more and come back.¡¨
Macro tourism organisations in New Zealand have played an integral part in developing the Australian campaign, and to
come up with touring options in five main regions: Auckland and Northland; Central North Island; Wellington, Wairarapa,
Nelson and Marlborough; Christchurch, Canterbury, West Coast, Dunedin, Coastal Otago and Southland; and the Southern
Lakes region.
Mr Hickton says it made sense for regions to leverage of the 100% Pure brand, which has now been established in all New
Zealand main international visitor markets.
"The macro regional organisations are taking advantage of the opportunity to increase their region¡¦s profile by being
marketed under the umbrella of 100% Pure. This takes advantage of the consumer awareness of this campaign that is
already evident in the market.¡¨
¡§The diverse range of activities in these regions ¡V from luxury escapes to adventure experiences ¡V invites the
visitor to see and do more in that one region. It gives them ¡¥permission¡¦ to see bite size areas of the country, and
to come back later to explore another region.¡¨
Tourism New Zealand will join with Air New Zealand to bring this message to the Australian consumer.
As the dominant carrier across the Tasman, Air New Zealand¡¦s decision to be a joint partner in the Break-Away campaign
presents an ideal opportunity to significantly grow its share of the leisure market to New Zealand.
With over 250 flights per week between Australia and New Zealand on offer by the airline, travellers from the Eastern
Seaboard can directly access each of the five main regional destinations of the Break-Away campaign in under four hours,
less time than it can take to exit the city for a weekend break.
Air New Zealand Regional Director New Zealand Norm Thompson, believes the airline is positioned to tap into a critical,
new market. ¡§The research undertaken by Tourism New Zealand points to the opportunity to target travellers in the 25 ¡V
50 age group, who are motivated by holidays that offer lifestyle-enhancing experiences, whether that be sailing around
the Bay of Islands or wine tasting in Marlborough.
¡§With packages priced at well under $1000 for a five day holiday, the Break-Away product represents genuine
value-for-money, especially given that the Australian dollar remains strong against its New Zealand counterpart.
¡§When you consider that the range of packages in our tactical campaign are priced from $519 for five days, it
demonstrates incredible value for an overseas holiday, and it¡¦s certainly conducive to attracting travellers back to
explore each of the five regions of the Break-Away campaign,¡¨ Mr Thompson said.
The Break-Away product name itself is a new trade-marked name owned by Air New Zealand, which will be distributed
through all major retail travel agents. Ansett Holidays (part of the Air New Zealand Group) will promote the five day
packages under its Great Deals program.
Air New Zealand Holidays has developed a stand-alone brochure which outlines the range of packages and add-ons
available, each able to be tailored to suit individual needs, including car rental and sightseeing activities which
highlight the unique scenery, attractions and experiences that New Zealand has to offer.
The Air New Zealand and Tourism New Zealand Internet sites will also serve as an important tool for information and
fulfilment, containing regional information and campaign content, with a ¡¥book now¡¦ option flowing to the Air New
Zealand booking engine and package offers.
The campaign will include a 30 second television commercial supported by magazine and newspaper advertisements.
For more information:
www.purenz.com
www.tourisminfo.govt.nz
BACKGROUND ON AUSTRALIAN MARKET
LATEST VISITOR ARRIVAL FIGURES
Australians make up the bulk of NZ¡¦s visitor arrivals.
„h Visitor arrivals to year ended December 2000 were 573,862 a 9.6% increase on the year before.
„h Visitor arrivals for the month of December 2000 were 76,772 a 10.2% increase on the month of December 1999
EXPENDITURE
„h Australians contribute the bulk of total expenditure in this country at $NZ866 million (to year ended Sept 2000).
„h They spend an estimated $NZ1784 per visit (again, estimated figure to year ended Sept 2000)