A $1.6 million campaign aimed at boosting South Island tourism numbers with an "Australian invasion" has been launched by Tourism New Zealand and partners.
The Spectacular South Island Road Trips campaign is pitched at three markets - 18-29-year-olds, families and the over-55s - encouraging them to hire a rental car or campervan and explore the South Island.
Tourism New Zealand and regional tourism organisations Destination Queenstown, Tourism Dunedin, Lake Wanaka Tourism and Christchurch and Canterbury Tourism have partnered in the campaign.
Destination Queenstown chief executive Tony Everitt welcomed Tourism New Zealand's support for the "largest single advertising campaign Destination Queenstown has been directly involved in".
After the Christchurch earthquakes, tourism numbers to the resort were down 10% with fewer visitors arriving from Japan and South Korea.
Australia was New Zealand's largest inbound tourism market, and with favourable exchange rates and excellent air links it "still has a lot of potential for us".
New hotel capacity in Queenstown meant the resort needed to grow rather than retain current numbers, he said.
Tourism Dunedin chief executive Hamish Saxton said the campaign was a response to a softening of arrival numbers, and a reduction of airline capacity into Christchurch since the February earthquake.
"This has the potential to revitalise and get Australians coming to the South Island and trying the quintessential road trip."
The three South Island international airports - Christchurch, Queenstown and Dunedin - would be promoted, along with road trips around those arrival points, he said.
Australia was more responsive than long-haul markets and it was hoped the campaign would result in more visitors coming from across the Tasman during the next six months, he said.
Tourism New Zealand general manager Australia Tim Burgess said the three-month campaign would also ensure the South Island remained a popular tourist destination for Australians in the years to come.
"Most New Zealanders know that the South Island is the perfect place to do a road trip.
This campaign enables us to make sure Australians are aware of that too, and encourage them to experience it for themselves first-hand."
