OPERATOR and wholesaler support for the recently launched ‘100% Pure New Zealand’ UK campaign is expected to lead to a series of co-operative trade advertising schemes in the New Year.
New Zealand Tourism Board’s six-strong UK marketing team, led by regional director for UK and Europe Barry Eddington, will be discussing potential tie-ups at World Travel Market.
The new brand campaign involves an initial six months of print and TV advertising running to early spring 2000, and the tourism board is keen to extend this £1m investment with further trade backing.
The NZTB is doubling the size of its stand space at WTM which will house its largest-ever delegation with representatives from Maui campervan rentals, Mount Cook Line, Southern World Vacations, Sky City Hotel, Auckland, Kea Campervans, TAS Pacific, Wellington’s Te Papa (Museum of New Zealand) and Centre Stage – the New Zealand Macro Tourism Marketing Region.
Meanwhile, the 13 island groups that make up the Tourism Council of the South Pacific will unveil a new logo, new regional organisation name and a new brochure for the trade at WTM. More than 80 industry representatives will be on the stand.
A UK spokesman for the TCSP said: “Sales to the region have never been higher. Last year, the UK recorded 50,000 visitors to the area, an 11% increase over the previous year, and the figure is expected to rise still higher this year.”