New campaign to encourage Australians to visit during RWC 2011

With 59 day to go before Rugby World Cup 2011 gets underway, a major new Tourism New Zealand marketing campaign has been launched in Australia to promote New Zealand as a destination during tournament time and encourage people to travel for the Tournament.

The campaign includes television advertising, print, online, and a range of major editorial coverage in some Fairfax Media newspapers. It features 60 second promotions and billboards on Sky News and Fox Sports, press advertising with the Sydney Morning Herald, the Courier Mail and the Business Review Weekly. The campaign is primarily aimed at audiences in Sydney and Brisbane.

The activity drives traffic to newzealand.com and highlights the four RWC Official Travel Agents in Australia -Adventure World, Cruiseco, Total Sports Travel and We Love Rugby. Links are provided on newzealand.com to the respective websites and a further option is available to purchase tickets direct.

Rugby New Zealand 2011 research forecasts 29,000 rugby fans intend to travel across the Tasman during the Tournament.