Jetstar and Tourism New Zealand have signed a $9 million marketing deal in a push to attract more international visitors from Australia, Singapore, Japan and across the Asia region.
It marks the single largest push ever undertaken by Jetstar in the New Zealand market, combining the airline’s low fares with Tourism NZ's strong destination branding in the 100% Pure campaign.
The three-year agreement runs to mid-2014 and will see each organisation contribute $1.5 million per year to a range of joint brand, promotional and tactical campaigns, consumer events, and print, online, TV and social media activities.
The marketing drive will focus on encouraging holidaymakers to visit New Zealand on Jetstar’s direct Auckland-Singapore services, trans-Tasman flights and services from Japan.
The budget airline, which has been plagued with bad publicity, brings more than 400,000 passengers into the country annually.
“Jetstar is now the largest low cost airline in the Asia Pacific region by revenue and our low fares have the potential to open New Zealand up to a whole new generation of travellers,” Jetstar Group chief executive Bruce Buchanan said.
“With our Singapore hub providing connections with 25 Asian destinations, it makes New Zealand an increasingly accessible holiday destination for an emerging middle class in China, the Philippines, Thailand and Indonesia.
“The launch of Jetstar Japan next year will put New Zealand within reach of millions more holidaymakers from key cities in the world’s third-largest economy,” said Buchanan.
Tourism New Zealand chief executive Kevin Bowler said the joint investment presented a significant opportunity for the tourism industry.
"The agreement focuses on our core trans-Tasman market, and also the growth market of Asia, which is a key priority for us. In particular, Jetstar’s growing Singapore and Tokyo hubs provide greater opportunities for travellers across the region to travel to New Zealand on a low cost carrier.
“Through this partnership we can achieve greater and deeper reach with our campaigns and it allows us to combine our skills, expertise and resources across our organisations.”
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