Dear Darci
I am responding to your Ocial Information Act request asking for information on costs to produce the
“Everyone Must Go!” Australia-focused campaign, and the costs of any focus groups and input from
consultants.
Tourism is a signicant contributor to New Zealand’s economic growth and is our second largest export
earner with international visitors contributing $16.9 billion to the economy in the year ending March
2024.
The government is committed to growing the tourism sector and the Minister for Tourism and
Hospitality asked Tourism New Zealand for advice on marketing and sales initiatives that would have an
immediate impact on short-term visitor arrivals.
As our largest visitor source market with over 1.4m arrivals per year, New Zealand’s closest neighbour
with a short-haul ights of 3 hours, and an established team and business strategy, Australia was the
logical market to target an increase of arrivals.
Tourism New Zealand research highlights that when considering a holiday Australians are especially
drawn to New Zealand’s spectacular landscapes, wildlife encounters, outdoor adventures, iconic
destinations, and rich food and cultural experiences.
Research insights also show that the biggest barrier for Australians looking to book a New Zealand
holiday is cost with 57% waiting for a deal on ights (up 22.4% compared to last year) and 16% waiting
for a good package on ights and accommodation.
In partnership with airlines, hotels and New Zealand tourism operators, Tourism New Zealand
developed the ‘Everyone Must Go!’ tactical sales campaign oering deals and packages to encourage
Australians to book now, for an autumn holiday (March, April and May).
The campaign cost is $500,000 - $217,299 for advertising and media and $282,701 in joint venture
costs. No focus groups or consultants were used in the development of this campaign.
In the rst seven days following the launch, we saw a marked increase in trac to the Australian
version of newzealand.com, more than 700 deals from travel sellers uploaded, and a referral rate
tracking above benchmark to support direct sales for industry. In addition, there have also been
incremental bookings through joint ventures with airlines oering discounted fares, and the campaign
is on target against its success measures.
You have the right to seek an investigation and review by the Ombudsman of our handling of your
request. Information about how to make a complaint is available at
www.ombudsman.parliament.nz or freephone 0800 802 602.
Yours sincerely
Natalie Haines
General Manager, People and Corporate Aairs
