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New Zealand feature

Tourism New Zealand to target young travellers

Tourism New Zealand has teamed up with London-based STA Travel Group to attract younger, longer-staying visitors to the country.

The new NZ $2.4 million marketing programme will see Tourism New Zealand showcase the country as a great destination for young travellers. The deal will see both companies contribute NZ $1.2 million into the new marketing venture, which will feature a mixture of print, TV and online campaigns. The aim is to target young tourists from the UK, Continental Europe and North America and increase the number of young people booking New Zealand flights. “This agreement will considerably strengthen the effectiveness and reach of our activity by providing Tourism New Zealand with access to STA’s marketing assets and wealth of experience in marketing to the youth sector,” said Kevin Bowler, Tourism New Zealand’s chief executive officer. “However, to successfully engage with the sector goes beyond just providing affordable travel options as part of an integrated annual marketing plan.”

STA aims to help market New Zealand by launching new New Zealand social hubs in each market. The two companies hope to mainly use social media to engage with the youth market and help spread the word of the country. STA staff will also be trained on the country in order to help them individually market New Zealand to the younger market. “We look forward to increasing the work we have underway to promote New Zealand to the youth traveller across our marketing activity as well as increasing our knowledge to enable us to better sell the destination to this sector,” said John Constable, STA’s chief executive officer. Image sources: 1 2 3
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