NZTB Launches 2.5 Million Ad Campaign

LOS ANGELES -- The New Zealand Tourism Board launched a $2.5 million television and print campaign with co-op partners. According to Kathy Ward, NZTB regional vice president, the Americas, the ad blitz is the board's biggest single U.S. campaign in years, and television is included for the first time.

The promotion's emphasis, different from its previous consumer image campaigns, aims at specific market segments, from active sports to motorcoach and self-drive tours. "We changed because surveys show us U.S. visitors in New Zealand do not know how much there is to do in the country before the they arrive, and they wished they'd stayed longer," Ward said. "We want to show what there is to do, which is why we are using television," she explained. The campaign is called The Bringing Together (Te Whaka Kotahi Tanga).

The two media components are:

* Action Sports New Zealand, a television series on active vacations running through December on ESPN2, with four 30-minute shows each running twice.

* Advertising in 17 consumer magazines, running through January.

The four sports television programs are by region: Rotorua with lake fishing, rafting, mountain hiking and four-wheel adventures; Christchurch, including glacier walking, ballooning and heli-skiing; Queenstown, including skiing, horse trekking, and golf, and Auckland, including fishing, sailing and caving.

Besides NZTB, major sponsors of the series are Qantas, Steinlager and Avis. Advertising promoting the shows is running on such cable channels as Discovery and CNN. Also, a direct-mail postcard campaign is directed at more than 100,000 consumers who have indicated an interest in a New Zealand vacation.

There are three magazine ads: Walking in Paradise, promoting six hikes; Taste the Adventure, with emphasis on food and wine; and The Mature Traveler, promoting motorcoach and self-drive tours. The Walking in Paradise ad, for example, will be in such magazines as Sierra, Outside, and Backbacker. Taste the Adventure will appear in Bon Appetit, Conde Nast Traveler, The Mature Market, Mature Outlook and New Choices.

Tours operators participating in Walking in Paradise, for example, are Adventure Center at (800) 227-8747; Goway Travel at (800) 387-8850, and Mount Cook Tours at (800) 688-9709, Ext. 400. For further information, agents can contact the tourism board at (800) 388-5494.

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