Tourism New Zealand and CINZ collaborate in Australian market

Tourism New Zealand (TNZ) and Conventions and Incentives New Zealand (CINZ) today announced they would continue their collaborative work in Australia and seek ways to further capitalise on the opportunities available for the business events sector.

The announcement today confirms that TNZ will continue to fund CINZ for the financial year ending June 2013.

Tourism New Zealand General Manager Marketing Communications Justin Watson says the most effective approach to unlock this sizeable market is to work in partnership to maximise the strength of each organisation.

"We believe we can deliver the most value in Australia by taking the lead in marketing activity, leveraging the highly successful New Zealand 100% Pure campaign to promote New Zealand as an attractive and compelling business events destination," he says.

"CINZ is already active and successful in lead generation and will continue to work alongside other public and private organisations in this space.

"We will be working closely with CINZ to incorporate the use of the 100% Pure branding across appropriate marketing channels to leverage off this strong brand positioning.

"Tourism New Zealand's involvement in the business events sector supports its overall strategic direction of increasing international visitors' economic contribution by attracting more high value people and getting them to stay longer.

"Research shows that on average, international delegates spend up to three-times more per day than the average international visitor. As such, we will also reallocate some funds from our Australian general market campaign to fund destination marketing specifically for business events."

CINZ Chief Executive Officer Alan Trotter says he is excited about the ongoing collaboration which would ensure market knowledge is shared, and strengths maximised.

"I am delighted that our long standing partnership with Tourism New Zealand is set to continue for the immediate future and look forward to our two organisations continuing to work together to grow the vital " engine room " C&I market in Australia.

"TNZ and CINZ are also working closely in other markets to drive increased C&I arrivals from those markets and a seamless relationship between the industry and TNZ is important for New Zealand to grow its inbound market share from the global C&I marketplace. "

Mr Watson confirms that feedback from the New Zealand industry clearly supports having one nationally coordinated strategy for business events in Australia, which includes umbrella destination marketing.