Northland Inc is thrilled to have worked closely with Tourism New Zealand in providing support for the TNZ Melbourne Northland consumer campaign which is now live and looks fantastic!
Northland is the first region in New Zealand to have a dedicated TNZ regional campaign in an offshore city in New Zealand’s biggest international market - Australia.
In short the campaign features the following elements:
Out of Home (OOH) advertising - 40+ billboards, buses, bus shelters, trams around Melbourne that feature Northland imagery. Of note is the mural of Tane Mahuta which has been created by a New Zealand artist on a busy street in Melbourne (further down the page). It’s the first time Tourism New Zealand has created a mural like this for a campaign.
Campaign hub and landing page on newzealand.com/au includes some fantastic new imagery, information, itineraries and bookable Flight Centre holiday deals for travel to Northland. Be sure to scroll through the banner photos.
Flight Centre partnership – Flight Centre have created multiple Northland packages which are being promoted in Melbourne stores
Content stories pitched to key Australian traditional and online media outlets including 7 Travel, Broadsheet, Urban List, Escape etc. Pitched story angles include: Top 5 things to do in Northland, Top 5 things to do in Northland in the lead up to Waitangi Day, 5 hottest food haunts in Northland, Get your culture vulture on in New Zealand
Fairfax Australia journalist travelled to Northland and will write a Northland Twin Coast Discovery feature for Melbourne Age and Sydney Morning Herald
Domestic coverage in the Northern Advocate, TVNZ.co.nz quoting the Minister of Tourism Paula Bennett on the new campaign approach.
Northland Inc provided support for the campaign photo shoot by organising and hosting an operator meeting in Northland where the GM Tourism New Zealand Australia spoke to the group; assisting with content development for the digital, social, and pitched content media features; providing assistance in the development of the trade Flight Centre campaign; developed domestic communications with TNZ around the campaign; and we hosted the Fairfax journalist whose story is set to go to print later this month with an expected combined equivalent advertising value of more than $400k.