Major New Zealand tourism campaign to launch in UK

Tourism New Zealand has announced that it is set to launch its largest ever promotional campaign in the UK.

The $7.3 million (£2.8 million) initiative is based on research which found that British people are most likely to make their travel decisions on the basis of talking to other Brits.

Featuring the tagline 'What do you say UK?', the campaign will show British travellers at popular New Zealand resorts speaking about their holiday experiences.

The promotional drive, which will hit television screens on September 7th, is hoped to turn the prospect of visiting New Zealand into an achievable goal for Brits rather than an unlikely ambition.

Tourism New Zealand chief executive George Hickton said: "While the 100% Pure New Zealand campaign has helped New Zealand stay a very aspirational holiday for the British, the new campaign will give consumers a reason to come now."

The UK is New Zealand's second largest tourist market, with more than 290,000 arrivals in the year to June 2008.

Flights to destinations such as Auckland and Wellington are available with carriers including Air New Zealand and Qantas.

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