Air New Zealand Invests $250,000 In Showcasing Nelson To The World's Media & Travel Industry
Air New Zealand's commitment to showcasing Nelson is set to top $250,000 this financial year as the airline flies
international media and travel trade to experience the region first-hand.
The airline, which carries more than three quarters of all visiting media into New Zealand from key tourism markets
such as the UK, Europe, US, Asia and Australia, has flown 20 international travel writers and broadcasters to Nelson
since July 2002.
This movement of media represents an airline seat investment of $110,000 so far this financial year by Air New Zealand,
which works in conjunction with Tourism New Zealand and Latitude Nelson in targeting the media and hosting them on the
ground in New Zealand.
Through its network of international offices in London, Los Angeles, Tokyo, Singapore and Sydney, the airline targets
influential media which it believes address important audiences likely to be interested in visiting New Zealand.
On the travel industry side, Air New Zealand has flown 93 key trade personnel - from wholesalers to retail travel
agents - to the Nelson region since July 2002 - a total seat investment of $140,000 - coming from as far afield as the
UK, Germany, US and Australia.
Air New Zealand Chief Operating Officer Andrew Miller describes this investment as "a demonstration of our commitment
to promote New Zealand tourism in key offshore markets." He added: "The size of this investment is significant, not just
for Nelson but multiplied out around all New Zealand regions. It is one small example of how we're building demand for
New Zealand through our marketing operations worldwide".
Latitude Nelson Chief Executive Officer Paul Davis added: "Working with Air New Zealand and Tourism New Zealand on media
and trade visits is one of the best marketing investments we can make. International media visits generate highly
targeted profile for Nelson overseas that we could never afford to pay for, and having international trade experience
first hand of Nelson tourism products pays hard dividends in international business generated".