Now we’re in the money


Queenstown’s promo body has scored a huge cash boost from the Government to promote the resort in Australia.

Destination Queenstown has snapped up $462,000 of the new $5 million marketing fund available to regional tourism organisations in centres with international airports.

DQ marketing boss Graham Budd says with the Government contribution, the wider Southern Lakes area – including Wanaka and Fiordland – now has $924,000 in the pot to market the area. Air NZ is also included in the partnership.

“We’re talking lots of money which is just fantastic,” Budd says.

“It’s all happened within a very small timeframe and we are now busily working on executing autumn and winter campaigns in Australia to utilise that total fund.

“Part of the criteria is this has to be used between now and the end of June.”

Budd says the latest top-up to DQ coffers has been triggered by the tourism body’s business members stumping up an extra $1m yearly from 2008.

“To meet the Government’s criteria we had to demonstrate our local commitment to promoting the region and then they’d match that.”

DQ has since used this extra member money to market Queenstown to Australia as a four-season resort, rather than just a winter playground.

Budd says while the new money will be used predominantly in print and online campaigns, there’s now potential to also tap into TV.

Advertising will extend to Victoria as well as Sydney and Brisbane.

Tourism NZ is to dole out the cash on behalf of the Government and will be involved in working up the regional bodies’ Aussie marketing pitches.

The extra $5m is part of Prime Minister and Tourism Minister John Key’s pledge to pump an extra $20m into NZ tourism marketing, bringing the country’s total spend to $89m.