Province sews up Oz tourism campaign

BY MICHAEL BERRY

It turns out that Marlborough is a patch on Wellington.

A new Wellington tourism advertisement aimed specifically at the Australian market has linked with outlying regions to entice Aussie tourists across the ditch for a well-rounded New Zealand experience.

Marlborough features well in the advertisement, which consists of an animated patchwork rather than the usual filmed panoramas and flesh of television advertising.

Destination Marlborough general manager Tracy Johnston said she "loved" the ad.

"It's innovative, it's creative ... it's very different, and I think it's going to have great results for us."

This is the first time Destination Marlborough has participated in a media campaign targeting Australians.

Mrs Johnston said the opportunity was "too good to miss" and was economical as well, costing the local tourism body just $10,000.

The total cost of producing the ad was $500,000, with a further $1.5 million used to buy media space in Australia, but this was covered mostly by Positively Wellington Tourism.

"It's about us understanding what our points of difference are and what we can add to the mix ... to have one chief and some very supportive indians."

Mrs Johnston said she had asked the Marlborough District Council for more funding in coming years to invest more in the campaign.

"I'm exceedingly hopeful and have everything crossed, because I truly believe this will be a great step up for Marlborough in the Australian market."

In 2008, more than 113,000 Australians visited Marlborough, according to Ministry of Tourism figures, and Mrs Johnston said she was expecting the number to continue rising.

The TV campaign will begin on Sunday and will be followed a week later with online and cinema ads. Six weeks of cinema advertising will begin in late April.

- The Marlborough Express