Tourism New Zealand shines spotlight on 'hidden gems' to lure Singaporeans

To meet the rising interest among Singaporeans, Tourism New Zealand has launched a new campaign targeted at local travellers to promote less-known regions in New Zealand. The new campaign will run for the next four months and is supported by Air New Zealand, Singapore Airlines as well as travel trade partners such as Chan Brothers and Dynasty Travel.

Steven Dixon, Tourism New Zealand’s regional manager South and Southeast Asia, said at a press event that Singapore is an important market, with some 61,000 travelling to New Zealand in 2018 and the number is growing at about 6%. About three-quarters of Singaporean travellers head to New Zealand for holidays 30% to 35% of them are return visitors. Meanwhile, over 50% of Singaporean travellers go outside of the main cities in New Zealand, Dixon said.

With the findings, five target regions were selected - Wellington, Wairarapa, Nelson, Marlborough, and Canterbury. Dixon said that Tourism New Zealand wanted to understand what the consumers want when they travel to the country, and the findings showed that consumers want hidden gems and to travel like a local. The places also have to be accessible, in terms of e-connectivity and getting around. He added that the regions are quite unique in their own produce, making it "effectively a foodie’s dream" that appeals to Singaporeans' love for food.

Besides engaging influencers and international media, Dixon told Marketing in a separate interview that the tourism board's in-house team will be pushing out creatives on social media and online over the next few months. As part of the "fully-integrated 360 campaign", it will also work with airlines and travel trade partners to introduce flights, packages and itineraries that go beyond more well-known destinations.

Meanwhile, Air New Zealand’s head of South and Southeast Asia Jenni Martin said the airline recommitted to a marketing partnership with Tourism New Zealand worth up to NZ$20 million, to promote the country in its key offshore markets. This was in a bid to attract more international visitors during off-peak periods.

In a statement to Marketing, a spokesperson said that this is the sixth consecutive year Tourism New Zealand and Air New Zealand have coordinated their international market development and promotion, taking the total joint investment to over NZ$100 million to date.

Earlier in January, Tourism New Zealand appointed Digitas Singapore as its digital integrated agency for Singapore and Indonesia. In the same month, Air New Zealand also launched its first ever global brand campaign in Singapore, showing travellers why the airline is “A better way to fly to New Zealand”. The campaign was led by a kiwi bird, New Zealand’s national icon.