Air New Zealand and Tourism New Zealand have agreed to a one-year partnership to promote travel to New Zealand, valued at more than $20 million. This is an investment increase of around 80 percent on the previous year.
Air New Zealand and TNZ will each invest $10 million over the coming year in the key markets of Australia, China, Hong Kong, Japan, North America, the UK and Europe. They will also increase their activity in India and Indonesia.
Previous collaborations have included leveraging The Hobbit trilogy, hosting international media and building relationships with travel agents from North America, the UK and Europe.
Air New Zealand CEO Christopher Luxon says this will deepen the airline's relationship with TNZ.
"Today’s [Memorandum of Understanding] signals a significant step-change in the level of joint marketing activity we will undertake to promote destination New Zealand," he says.
Tourism New Zealand chief executive Kevin Bowler says partnership activity remains a key priority for the organisation in its new three-year marketing strategy. A marketing strategy that will continue to leverage The Hobbit trilogy and its global recognition.
The announcement also comes at the same time as Air New Zealand unveils their new look, which boasts the quintessentially Kiwi fern, and yes, it comes in black.
The new look from Designworks involved extensive consumer testing, including focus groups in New Zealand and overseas. In a survey, 78 percent of respondents said it fit well with the Air New Zealand brand and New Zealand's identity.
It will be rolled out later this year, with the majority featuring the white design and a limited number getting the distinctive dark treatment.