NZ market infographic
275 KB PDF
Be the First
On 8 April 2021, Tourism Australia launched its ‘Be the First’ campaign inviting New Zealanders to take advantage of all the incredible experiences that await them across the Tasman.
With two-way, quarantine-free travel between the two countries commencing on 19 April 2021, Tourism Australia kicked off its first international campaign in more than a year to remind New Zealanders of all the experiences and destinations that have long made Australia such a highly sought-after destination among international travellers.
The ‘Be the First’ campaign celebrated New Zealand being one of the first to travel to Australia again and focused on showcasing the lesser-known side of Australia and increasing the fashionability of more unique locations and experiences. The campaign ran until June 2021 across TV, out-of-home, online, print and radio, and was supported by a range of PR and partner activities.
All marketing activity was amplified via partnerships with Qantas and Air New Zealand, the state and territory tourism organisations and key distribution partners who provided tactical offers aimed at stimulating travel to Australia from New Zealand. Tourism Australia also worked with our network of close to 600 Aussie Specialist agents in New Zealand to help promote travel to Australia.