Air New Zealand and Tourism New Zealand have signed a Memorandum of Understanding (MoU) valued at more than NZD$20 million, in a one-year partnership to undertake joint marketing activity promoting travel to New Zealand in selected international markets.
According to Air New Zealand, the investment represents an increase in planned joint marketing spend of around 80% compared with the previous financial year.
Air New Zealand today also unveiled its new aircraft livery which features the iconic official New Zealand Fern Mark, the use of which is managed by Tourism New Zealand and New Zealand Trade and Enterprise.
Under the MoU, Air New Zealand and Tourism New Zealand will each invest more than AUD$10 million over the next 12 months in co-operative marketing activity in the key markets of Australia, China, Hong Kong, Japan, North America, the United Kingdom and Europe as well as increased activity in emerging markets such as India and Indonesia.
Air New Zealand Chief Executive Officer Christopher Luxon says the MoU will extend and deepen the airline’s existing relationship with Tourism New Zealand, its largest marketing partner.
“Air New Zealand has a long-standing relationship with Tourism New Zealand, having worked closely with the organisation in all of our key markets to promote New Zealand for a number of years,” he said.
“Today’s MoU signals a significant step-change in the level of joint marketing activity we will undertake to promote destination New Zealand.
“As the national airline of New Zealand, growth in inbound tourism to New Zealand is a critical factor in our success.
“We fly more international visitors to New Zealand than any other airline and it is vital that we work together with tourism partners such as Tourism New Zealand in order to convert the opportunities out there,” 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.
“This MoU follows the Government’s announcement of a NZ$158 million boost in tourism funding over the next four years enabling us to enhance and expand our marketing efforts,” Bowler says.
“Tourism New Zealand welcomes Air New Zealand’s decision to also lift its co-investment in marketing New Zealand in parallel to the Government’s boosted commitment meaning we can do more together. Working in partnerships is proven to extend the reach and effectiveness of our campaigns.
“This additional marketing investment will build on the strong visitor arrival growth achieved over the first four months of 2013.”
Air New Zealand and Tourism New Zealand have a strong track record of working together to market New Zealand as a destination. Recent collaboration includes high profile leverage activity to market New Zealand in association with The Hobbit trilogy; joint advertising campaigns in Australia, Japan, China, North America and Europe, hosting over 180 international media to New Zealand and activity to educate the trade on New Zealand including a recent familiarisation for 140 travel agents from North America, the United Kingdom and Europe.
Over the next 12 months, the organisations will continue to jointly promote New Zealand to travellers through advertising, PR activity, working closely with trade partners and on campaigns that actively target business events.
In the coming year, Air New Zealand will also introduce its new aircraft livery, which features the iconic New Zealand Fern Mark.
“We are delighted to reveal our new aircraft livery which would not have been possible without the support of Tourism New Zealand and New Zealand Trade and Enterprise,” Luxon says.
“The new-look livery is distinctive and iconic and we believe will inspire a sense of pride in New Zealanders,” he says.
The livery design process involved extensive consumer testing including focus groups both in New Zealand and offshore. A clear preference was established for the New Zealand Way Fern Mark to be incorporated into the design with 78 per cent of those surveyed believing it fits with the Air New Zealand brand and represented New Zealand.
The new livery will be progressively rolled out across the Air New Zealand fleet from later this year. The majority of the airline’s fleet will eventually feature the white version of the new livery and a limited number will feature the distinctive black version of the new design.