Jetstar/Tourism NZ’s $9m campaign pumps resort


A new joint marketing push by Jetstar and Tourism New Zealand will pump Queenstown in Australia, South-East Asia and Japan. 

Budget airline Jetstar and TNZ have announced a joint marketing deal worth $9 million during the next three years aimed at encouraging more visitors from Australia, Singapore, Japan and the Asian region. 

Both Jetstar and TNZ will each chip in $1.5 million per year to marketing campaigns – they’ll span promotional and tactical campaigns plus coverage from print, online, TV and social media. 

During the announcement, Jetstar Group chief executive Bruce Buchanan singled out Queenstown for special mention, saying it’s one of the airline’s primary strategic hubs. 

“We focus on building leisure hubs throughout the region and we have a few points that are quite important for us – destinations like the Gold Coast, Cairns, Bali are key leisure destinations. In that mix we also include Queenstown. 

“One of the primary focuses out of this partnership is also building the Australian business into NZ and we think Queenstown is a fantastic product to be advertising in the broader Australian marketplace – especially as we build the air services.” 

Destination Queenstown chief executive Tony Everitt says the new marketing alliance is fantastic. 

“Those three markets that they have specifically identified – Japan, Sth East Asia and Australi – are key markets for DQ where we’ve already been doing quite a lot of work with Tourism NZ and to some extent Jetstar. 

“Now that this partnership is formalised, it’s going to mean that we’re going to make faster progress for Queenstown in terms of accessing visitors from out of there.” 

Everitt says via TNZ he’s been to Japan twice and Singapore once in the past 12 months promoting Queenstown itineraries to travel agents and media. 

Just over a month ago, Jetstar announced new twice-weekly direct flights between Queenstown and Sydney and daily flights to Wellington. Those flights kick off next month.