News

Northland consumer campaign live in Melbourne

Posted on February 20, 2017

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:

Campaign hub and landing page on newzealand.com/au
Campaign hub and landing page on newzealand.com/au
  • 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
  • Facebook Canvas campaign
  • Northland video shared TNZ AU social media channels 
  • 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.