Gold Coast to blitz Kiwi market with new tourism campaign
Posted by editor (editor) on May 20 2009
2009 >>

A new $600,000 international tourism marketing campaign is underway to encourage Kiwis to discover the diverse range of experiences available on the Gold Coast and beyond, Tourism Minister Peter Lawlor announced today.

Mr Lawlor said the two week television, print and online campaign was a joint initiative of Tourism Queensland in partnership with Gold Coast Tourism and Flight Centre.

“Tourism Queensland coordinated the partnership to promote the Gold Coast and provide opportunities for visitors to rediscover more than just the traditional Gold Coast beach lifestyle but also the diverse range of hinterland and “beyond the coast” experiences available for visitors,” Mr Lawlor said.

“One of the campaign’s main objectives is to entice New Zealand travellers to the Gold Coast to incorporate and package more experiences into their visit.

“This is by far one of the most aggressive tourism marketing campaigns we’ve undertaken in New Zealand this year.”

Mr Lawlor said the campaign would feature prominently on New Zealand’s National Television channels 1 and 2, newspapers and websites including stuff.co.nz and nzhearld.co.nz as well as in 130 Flight Centre outlets across the country.

“With a downturn in international travel due to the current global economic crisis, we are focusing our attention on markets such as New Zealand which are short haul markets and likely to drive growth for Queensland tourism in the short term,” he said.

“Increasing awareness of Queensland experiences and generating confidence and understanding about what Queensland has to offer is our aim.

“We want to offer Kiwi travellers to Queensland affordable experiences in Queensland that position the Gold Coast as very fun, very natural, very active and very indulgent.

Mr Lawlor said international tourism was a key economic driver for Queensland and during challenging economic times, it was crucial to continue hard hitting tactical campaigns which increase the visibility and presence of Queensland destinations and products in international markets.

“More than 211,000 visitors from New Zealand visited the Gold Coast in 2008, supporting 2500 Queensland jobs and injecting almost $580 million to the Queensland economy,” he said.

"We are committed to generating interest from international holiday-makers and will do everything possible to maximise the benefits for Queensland."

The campaign commenced on Sunday 17 May and runs through until 31 May.

Last changed: Oct 06 2009 at 2:49 PM