5 November 2014
By Sheena Crawford, Consumer Marketing Executive, Christchurch & Canterbury Tourism
This summer Air New Zealand’s direct service between Perth and Christchurch will be back and to ensure it is again a huge success a campaign focused on Canterbury gems launched this week. The combined investment of over $500,000 aims to inspire more West Australians to visit the region this season.
CCT has joined forces with partners including Tourism New Zealand, Air New Zealand, Christchurch Airport, Destination Marlborough, Positively Wellington Tourism and Flight Centre.
The campaign follow’s Tourism New Zealand “everyday a different journey” communications platform. The travel highlights in this campaign include Canterbury’s Kaikoura wildlife, Akaroa township, the Mackenzie night sky, Lake Pukaki, the Glacier Explorer Experience, KiwiRail train journeys, plus the Marlborough region and Wellington city.
West Australians make up over 9% of total holiday arrivals from Australia into NZ which means that represent the fastest growing state in the country. The visitor profile shows that they also stay longer and spend more than other Australian visitors when they visit NZ.
Last year’s campaign saw consumer perceptions of the Canterbury region significantly improving.Sheena Crawford, Consumer Marketing Executive
Last year’s campaign saw consumer perceptions of the Canterbury region significantly improving following the activity and those that saw the campaign were significantly more motivated to visit.
Air New Zealand will recommence twice weekly direct flights between the two cities, running from 13 December until 25 April 2015.
See the campaign landing page here.