Geothermal wonders key in NZ North Island new marketing campaign

Rotorua geothermal spring, New Zealand (source: flickr/ Stuck in Customs, creative commons)
Alexander Richter 7 Nov 2016

Geothermal and volcanic wonders highlighted in a successful winter tourism campaign of New Zealand's North Island towards potential Australian travellers.

In winter marketing campaign, regional tourism organisations in the central part of New Zealand’s North Island have partnered with the airport of Auckland.

The North Island Winter Touring campaign (running towards the winter period in New Zealand) was targeted at potential travellers in Australia.One of the key experiences promoted during the campaign were the geothermal and volcanic wonders of the central North Island in the winter.

Australia is New Zealand’s largest international visitor market with 1.4 million visitors in the year ending July 2016. Auckland Airport joined forces with Hamilton & Waikato Tourism, Destination Rotorua, Destination Great Lake Taupo and Visit Ruapehu as well as Australian travel agent Helloworld and Emirates Airline to undertake the campaign to boost tourism numbers from this market at a traditionally quieter time of the year for the region.

Patrick Dault, Destination Rotorua’s Trade Manager, says the campaign was a successful first foray into promoting the central North Island region as a strong option for visitors looking for their next winter getaway destination.

The campaign was promoted through Helloworld and Emirates channels in Australia across TV, digital and social media. It highlighted the range of unique geothermal and volcanic experiences on offer from skiing a volcano at Ruapehu to experiencing geysers and soaking in the volcanic hot springs at Rotorua. Mr Dault says that these activities, all within easy reach of one another in the central North Island, are distinctive to the region and are not found anywhere else in Australia or New Zealand.

Source: Auckland Airport (NZ)