A partnership between Tourism New Zealand, regional tourism organisations (RTOs) and key trade partners have produced sample itineraries highlighting the attractions centred on and around four main routes.
Tony Saunders, Tourism New Zealand’s Manager, Australia says: “This was about encouraging Australians to explore more of the North Island, to see different places and to travel in the off-peak months. It’s a perfect time to enjoy outdoor holiday experiences.
“Australians don’t have the depth of understanding of New Zealand to know the differences between the regions so we did a lot of the work for them developing sample itineraries to help them plan their journey. We wanted to show that although New Zealand is just on their doorstep and they can visit any time, there is more to see and do than they think, with activities and experiences that are different to their everyday life.”
The four routes that were promoted include Twin Coast Discovery Highway between Auckland and Northland, the Pacific Coast Highway taking in the Coromandel and Bay of Plenty, the Thermal Explorer Highway through Rotorua, Hamilton and Waikato and the Volcanic Loop around Ruapehu and Lake Taupō.
Tourism New Zealand workeded with eight regional tourism organisations to shape up the four sample itineraries. The RTOs involved were: Northland, Auckland, Hamilton--Waikato, Rotorua, Taupō, Bay of Plenty, Ruapehu and The Coromandel. The three operators were the Hobbiton™ Movie Set, THL (Waitomo Caves) and Te Puia. These are the itineraries:
The eight week North Island touring campaign featured across digital channels and included extensive out-of-home media placements, with advertising at outdoor spots including bus sides and train stations in Sydney, Melbourne and Brisbane.
The key trade partners for the campaign were Flight Centre, providing regional product offers and Air New Zealand which raw promotions to boost the campaign.
As part of the campaign, Tourism New Zealand included a safer driving element providing information that visitors need to know before embarking on a road trip in New Zealand.