Rotorua has launched a domestic tourism campaign targeting affluent Aucklanders.
The campaign, Famously Rotorua, is a partnership between Destination Rotorua Marketing and APN, the parent company of The Daily Post and The New Zealand Herald.
Destination Rotorua Marketing marketing and communications manager Kelly Stewart said $750,000 a year would be spent on the campaign for the next three years.
The campaign will be launched in Auckland this weekend with the delivery of 48,000 56-page full colour tourism guides to targeted Herald subscribers in the more affluent suburbs of Auckland.
At the same time a number of billboards promoting Rotorua will be put up around Auckland at key intersections and on major traffic routes.
A further 22,000 have been delivered to Rotorua residents in this week's Weekender.
The guides will be delivered four times a year.
Mrs Stewart said the campaign would be backed up by a new look website, online advertising, social media - and in the near future - television commercials.
"The campaign is about changing the perception of Rotorua in the Auckland market."
She said the initial focus of the campaign would be tourism-based but in the future would also emphasise Rotorua as a great place to live work and invest.
- By Matthew Martin of the Daily Post
