Marketing Featured ANZ

Tourism marketer of New Zealand launches campaign to keep destination top-of-mind among Aussies

by Teddy Cambosa

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March 21, 2022

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New Zealand — Tourism New Zealand launched a new campaign to ensure Australians keep New Zealand on top of their travel list and to motivate them to make “their dreams a reality” and book a trip to New Zealand. Entitled ‘Within Your Wildest Dreams’, the campaign elaborates the dream adventure of travelling to neighbouring country New Zealand for the average Aussie.

The quirky short film starts with an Aussie being awoken from his sleep by a New Zealand native, granted a magical dream beard, the two are transported magically to New Zealand where they have a picturesque dream breakfast juxtaposed by peculiar fantasy scenarios. The film ends with the two travelling to all the scenic locations of New Zealand, prompting the protagonist to make his dream travels to New Zealand come true once he wakes up.

René de Monchy, chief executive for Tourism New Zealand, commented, “With Australian visitors returning to New Zealand soon, ‘Within Your Wildest Dreams’ showcases what New Zealand has on offer and encourages our friends across the ditch to start planning their trip in a lighthearted way that we know resonates with our Australian audience.”

Before COVID-19, Australia was New Zealand’s largest visitor market, and Tourism New Zealand’s research shows that 58 per cent of Australians who want to visit New Zealand will look to do so within six months of travel the border opening.

According to Tourism New Zealand, their research also showed that the proportion of travellers who use a travel agent to book their trip to New Zealand is increasing. In accordance with this and to support their trade partners in Australia, TNZ has produced a toolkit so they’re well-equipped to sell destination New Zealand to their clients.

The campaign is a reiteration of Tourism New Zealand’s ‘Stop Dreaming about New Zealand and Go’ campaign which was launched in May 2021 to reinvigorate Australians’ wanderlust for its neighbouring Kiwi counterpart.