Air New Zealand and Tourism New Zealand have signed a Memorandum of Understanding (MoU) valued at more than NZ$20 million, in a one year international marketing partnership.
The investment represents an increase in planned joint marketing spend of around 80 per cent compared with the previous financial year.
Under the MoU, Air New Zealand and Tourism New Zealand will each invest more than $10 million over the next 12 months in co-operative marketing activity in the key markets of Australia, China, Hong Kong, Japan, North America, the United Kingdom and Europe as well as increased activity in emerging markets such as India and Indonesia.
Air New Zealand chief executive Christopher Luxon says the MoU signals a significant 'step-change' in the level of joint marketing activity with with Tourism New Zealand, its largest marketing partner.
'As the national airline of New Zealand, growth in inbound tourism to New Zealand is a critical factor in our success. We fly more international visitors to New Zealand than any other airline and it is vital that we work together with tourism partners such as Tourism New Zealand in order to convert the opportunities out there,' says Luxon.
Tourism New Zealand chief executive Kevin Bowler says partnership activity remains a key priority for the organisation in its new three-year marketing strategy.
'This MoU follows the Government’s announcement of a $158 million boost in tourism funding over the next four years enabling us to enhance and expand our marketing efforts,' says Bowler.
'This additional marketing investment will build on the strong visitor arrival growth achieved over the first four months of 2013.'
Recent collaboration between ANZ and TNZ includes high profile leverage activity to market New Zealand in association with The Hobbit trilogy; joint advertising campaigns in Australia, Japan, China, North America and Europe, hosting over 180 international media to New Zealand and activity to educate the trade on New Zealand including a recent familiarisation for 140 travel agents from North America, the United Kingdom and Europe.
Air New Zealand's new livery
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In the coming year, Air New Zealand will also introduce its new aircraft livery which features the iconic New Zealand Fern Mark.
The livery design process involved extensive consumer testing and a clear preference was established for the New Zealand Way Fern Mark to be incorporated into the design.
The new livery will be progressively rolled out across the Air New Zealand fleet from later this year. The majority of the airline’s fleet will eventually feature the white version of the new livery and a limited number will feature the distinctive black version of the new design.
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