Campaign launched to lure backpackers to New Zealand

A promotional campaign has been launched to encourage people on backpacking trips to pay a visit to New Zealand.

The initiative has the slogan 'go all the way', which encourages people visiting the backpacking hotspot of Australia to extend their journey to nearby New Zealand.

Speaking at the launch of the campaign at the University of Technology in Auckland, Tourism New Zealand chief executive George Hickton said the backpacker market had shown resilience during the economic downturn and people had continued to travel.

"Youth travellers are not put off by ticket prices and they are very driven to get to the destinations they want to see," he added, referring to research carried out with NZBackpack.com and the Youth Hostels Association.

"New Zealand is seen as worth the effort, but in this competitive market we need to push them to make that commitment to get here."

The campaign will be launched ahead of the peak summer travel months and will focus on northern hemisphere markets including the UK and Europe.

Posted by Penny, 21 September 2009 13:19

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