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Tourism Australia joins forces with Air New Zealand for joint marketing blitz targeting China

TA ad targets ChinaAustralia’s tourism body is ramping up its efforts to lure Chinese tourists to the country through an alliance with Air New Zealand.

Tourism Ausralia and New Zealand’s national carrier are to jointly spend AU$6 million over three years period to promote Australian tourism to the country’s three key markets – New Zealand, North America and China.

The body said that it would be using advertising, PR, events and trade marketing to target its key markets. Tourism Australia will be using new advertising agency BBDO, which won the global business from DDB at the end of May.

Air New Zealand’s CEO Christopher Luxon said in a statement: “We are welcoming the opportunity to engage in joint promotional activity in China and North America.”

“As a market experiencing exponential growth, China presents a huge opportunity for our industry, while the North American market continues to go from strength to strength for our region. In fact over one third of all North American visitors to New Zealand arrive or depart via Australia,” he said.

Tourism Australia’s MD Andrew McEvoy added: “Air New Zealand has extended its reach into China and Hong Kong with its alliance partners Air China and Cathay Pacific.  These two markets present significant opportunities for us to attract high value niche travellers.”

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