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New Zealand : MARKETING partnership extended by Air New Zealand & Tourism NZ to NZD 20mn.

Air New Zealand and Tourism New Zealand (TNZ) extended their marketing partnership by NZD 20 million. A Memorandum of Understanding (MoU) with TNZ to undertake joint marketing activity to promote travel to New Zealand in key international markets was signed by the airline previous year. This extension will observe the partnership continue through financial year 2015, will expand cooperative marketing activity to comprise Singapore and South East Asia, in support of Air New Zealand's proposed alliance with Singapore Airlines.

Kevin Bowler, Chief Executive, TNZ, said, "Under the MoU, Air New Zealand and TNZ will each invest NZD ten million over the next 12 months in cooperative marketing activity in the key markets of Australia, China, Hong Kong, Japan, North America, the UK and Europe as well as increased activity in emerging markets such as India, Indonesia and Latin America. The activity will also target high-value visitors targeting the lucrative premium and business events sectors.

Christopher Luxon, Chief Executive, Air New Zealand said that the extension of the partnership will allow the organisations to continue to build on the success of their initial agreement. Luxon said, Working together to capitalise on this momentum is a natural progression that will positively impact New Zealand's tourism industry and is a wonderful example of collaboration which supports the Tourism Industry Association's Tourism 2025 framework for growth .

Luxon added, "Our joint activity to market The Hobbit films offshore has been incredibly successful. The most recent campaign resulted in not only strong fare sales but also showed the activity really resonated with our target audiences with a recent survey showing 14 per cent of holiday arrivals were influenced to travel to New Zealand by the movies."

Bowler said that the pair has a strong track record of working together and achieving measurable results. He added, "Visitor arrivals are up more than five per cent to 2.75 million international visitors in the year to March. Notably, the growth we are seeing is being driven by holiday arrivals from the key markets that our agreement enabled increased joint activity in - including China, the UK, Europe and North America as well as our new priority emerging markets India and Indonesia. We know that working in partnerships extends the reach and effectiveness of our campaigns, and I look forward to continuing to collaborate with Air New Zealand to build on the positive results we have achieved to date .

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Publication:Mena Report
Geographic Code:8NEWZ
Date:May 29, 2014
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