Australians targeted in new South Island partnership campaign

The most significant trans-Tasman partnership campaign of the year launches next week aimed at enticing Australians to do a road trip around New Zealand's South Island this summer.

Tourism New Zealand has partnered with Destination Queenstown, Tourism Dunedin, Lake Wanaka Tourism, Christchurch & Canterbury Tourism and Christchurch International Airport to create the NZD$1.6 million campaign.

The campaign's objective is to convince Australians that this summer is the time to hire a rental car or campervan and enjoy the unique experiences only the open roads of the South Island can offer.

Tourism New Zealand General Manager Australia Tim Burgess says the Australian market is extremely important to South Island tourism and this campaign is not only aimed at boosting visitor numbers this summer, but to also ensure the South Island remains a popular tourist destination for Australians in years to come.

"Most New Zealanders know that the South Island is the perfect place to do a road trip. This campaign enables us to make sure Australians are aware of that too, and encourage them to experience it for themselves first-hand."

The campaign will be aimed at three target markets: 18-29 year olds, families and the 55+ market. It will be delivered across a variety of media channels including print, outdoor, online and PR over a three month period.

A campaign homepage will be created on newzealand.com that will show a map of the South Island with all the potential routes. Potential visitors will be able to find information on each individual route, with links to individual operator listings, existing articles and operator deals.

For more information on marketing activity in Australia