Queenstown's Steamer Wharf
Queenstown's Steamer Wharf

Tourism New Zealand is launching a new campaign next week (Sep 26) aimed at enticing Australians to do a road trip around New Zealand’s South Island this summer.

Tourism New Zealand has partnered with Destination Queenstown, Tourism Dunedin, Lake Wanaka Tourism, Christchurch and Canterbury Tourism and Christchurch International Airport to create the NZD$1.6 million campaign.

According to Tourism New Zealand, the campaign’s objective is to convince Australians that this summer is the time to hire a rental car or campervan and enjoy the unique experiences only the open roads of the South Island can offer.

Tourism New Zealand General Manager Australia Tim Burgess said the Australian market is extremely important to South Island tourism and this campaign is not only aimed at boosting visitor numbers this summer, but to also ensure the South Island remains a popular tourist destination for Australians in years to come.

“Most New Zealanders know that the South Island is the perfect place to do a road trip. This campaign enables us to make sure Australians are aware of that too, and encourage them to experience it for themselves,” he said.

The campaign commencing next week will be aimed at three target markets – 18-29-year-olds, families and the 55-plus market. It will be delivered across a variety of media channels including print, outdoor, online and PR over a three month period.