Tourism New Zealand’s latest campaign offers young Japanese travellers the chance to win a week-long holiday to New Zealand. The prize is the first phase of Tourism New Zealand’s new ‘Young Adventurers’ campaign, aimed at targeting the fast growing youth visitor segment.
The activity is further strengthened by Tourism New Zealand’s recent Memorandum of Understanding with Japan’s main youth travel seller, HIS Travel. Signed last week in Tokyo, the annual agreement outlines a matched investment to target the youth traveller segment, with activity covering in-market training, seminars, famils and joint marketing activity.
Nick Mudge, Tourism New Zealand’s Regional Manager Japan and Korea, says HIS is the largest youth-focused travel agent in Japan.
“We have worked with them on a number of campaigns, and the new MoU shows our combined commitment to continue to work together to grow the Japan youth market for New Zealand. Japanese arrivals aged 15-29 grew 6.2 per cent for the year-ending June 2013, confirming the opportunity this segment presents to grow arrivals from Japan and support the continued recovery of this important market.”
TNZ activity in Japan has traditionally only targeted the senior traveller, but the new campaign shows Tourism New Zealand’s work to engage with a broader range of travel sectors.
Over 500 Young Adventurers across Japan registered for a trip to New Zealand within the first 3 days of the new campaign. Run online, the activity is supported with travel and airfare deals from key trade partners. Visitors are then taken to dedicated campaign pages on newzealand.com/jp, where an interactive map shows exactly where to find adventure or refreshment activities throughout New Zealand.
Tourism New Zealand’s on-going PR activity across broadcast, print and online outlets in Japan will extend the campaigns core messages across youth focused media channels. This year a number of key media outlets have been brought to New Zealand as part of Tourism New Zealand’s International Media Programme to experience the raft of adventure and refreshment activities for themselves, enabling them to share their personal experience with the younger Japanese target segment.