Tourism New Zealand has formed a new marketing partnership aimed at boosting summer visitor numbers to Queenstown.
The new joint marketing agreement with Destination Queenstown will showcase the adventurous side of the South Island city to Australian visitors. The campaign, ‘Everyday a different story’, will be rolled out in New South Wales and Victoria from this week, with a focus on attracting more visitors to Queenstown from January to April 2014.
“We are thrilled to be working with Destination Queenstown. Not only is Queenstown accessible, it’s widely recognised as the adventure capital of the world and this campaign will help build on the success of that,” said Tourism New Zealand’s general manager, Tim Burgess.
“A recent finding in the 2013 Adventure Tourism report confirms adventure is a core credential of New Zealand so we know it has broad appeal and resonates with both the young and old.”
The joint summer campaign will focus on Queenstown’s outdoors activities, including food and wine, cycling and walking, with online and offline advertising. Jetstar will offer promotional airfares.
“Queenstown is widely known in Australia for its winter offerings however the message from this campaign is that the region is the ideal adventure getaway with a wide range of summer activities on offer,” said Destination Queenstown’s CEO, Graham Budd. “Queenstown is home to numerous world ‘firsts’ in adventure terms with the first commercial jet boating operation and the world’s first commercial bungy jump.”