Victorian Government launches drive for more New Zealand tourists


The Victorian State Government today launched Play Melbourne in New Zealand, the next phase of its highly successful tourism marketing Jigsaw campaign.

Victorian Tourism and Major Events Minister Louise Asher said she was pleased to announce the next important phase of the Victorian Government’s Melbourne tourism marketing campaign and the launch of the new website

“This is the third major marketing campaign that Tourism Victoria has run in New Zealand, and our Play Melbourne campaign will run for five months,” Ms Asher said.

New Zealand is the largest source of international visitors to Victoria, with 259,000 overnight visitors to Victoria for the year ending September 2011.

“A quarter of all New Zealand visitors to Australia come to Victoria. We love hosting you but we want even more of you to come and experience what Victoria and Melbourne have to offer,” Ms
Asher said.

“Play Melbourne will invite New Zealanders to awaken their curiosity, be spontaneous, and explore Melbourne on a whim. With so much to see and do throughout the year, Melbourne is a great destination for all travellers,” Ms Asher said.

Ms Asher said the Play Melbourne television commercial would air on the national broadcaster TVNZ from Sunday 5 February as part of a coordinated campaign across all media including print, online and cinema advertising.

Ms Asher also announced a strategic partnership between Tourism Victoria, Air New Zealand and Air New Zealand holidays that would see great deals being offered to New Zealanders to encourage them to come to Melbourne.

“A key feature of this campaign will be a three month competition, where New Zealanders can win a Melbourne weekend holiday,” Ms Asher said.

“In keeping with the campaign’s theme of exploring Melbourne on a whim, the winner will be drawn each week on Tuesday, and will fly to Melbourne for their weekend away just three days later on Friday.”

Ms Asher said New Zealanders appreciated Melbourne’s reputation as Australia’s most cultural, stylish, and events-focused city.

“Melbourne is a creative, exciting, ever-changing city with surprises around every corner. From our world class theatre productions, exclusive exhibitions and major sporting events to our boutique shopping, cafes and hidden bars, Melbourne offers something new to discover on each visit,” Ms Asher said.

“Melbourne is a great place for our Tasman neighbours to visit; with some of Australia’s most spectacular tourism destinations such as the Great Ocean Road, the Goldfields or the Yarra Valley less than 90 minutes away, Melbourne is the perfect Australian gateway.”

Source = Tourism Victoria
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