Taranaki will be part of a new $2 million campaign to attract more Australian visitors to the central and southern North Island, following the establishment of a joint venture between the government, Wellington, Marlborough, Wairarapa and Taranaki. 

The television, online and media campaign will seek to attract more trans-Tasman visitors in the short term, and over the longer term build awareness and positive impressions of Wellington and its surrounding regions, including Taranaki.

 

“Research has found that Australian visitors to this part of New Zealand have a fantastic experience, but that an alarming 17 percent have no knowledge of the area at all. This campaign should fix that,” says Venture Taranaki Tourism Leader Paul Stancliffe.

 

“The joint venture initiative will see a range of complementary packages being developed between Wellington, as the international gateway, and the Taranaki, Wairarapa and Marlborough regions.”

 

“There is potential for some fantastic synergies between these regions on the arts, culture and heritage, events and outdoors fronts. Through this initiative we’ll be able to reach a bigger audience than ever before, and by linking with Wellington we’ll also help drive visitors through south and central Taranaki.”

 

The campaign will launch in Australia in March, targeting regular travelers on Australia’s eastern seaboard, 82 percent of who are interested in taking a short break in New Zealand within the next two years.

 

“This is a significant and strategic win for Taranaki. We have successfully secured matched funding from central government for the region, and will leverage the significant investment that Wellington has already made in this area. Venture Taranaki will build on that to attract even more investment in Taranaki and its businesses.” 

 

“The campaign is a fantastic opportunity to show an audience of millions why New Plymouth was judged the best small city in the world, and the best place to live, work and play in New Zealand.”

 

 

 

The Australian market is worth approximately $279 million a year to the Greater Wellington region, with almost 200,000 Australians visiting annually. This has been steadily growing thanks to increasing media profile and air capacity. Australian arrivals into Wellington surged some 30 percent in September last year following Pacific Blue’s introduction of a new direct route from Sydney.

 

 

·         Central Government: $1,000,000

·         Wellington City Council: $500,000

·         Positively Wellington Tourism: $290,000

·         Regional and industry partners: $210,000 (comprising of Wellington International Airport, Museum of New Zealand Te Papa Tongarewa, Interislander, Hutt City Council, Destination Wairarapa, Destination Marlborough and Venture Taranaki).