Benevolent leader dishes out marketing cash to regions

  • Marketing
  • January 21, 2010
  • StopPress Team
Benevolent leader dishes out marketing cash to regions

Our Dear Leader, tourism minister and meat-sizzling, beer drinking Kiwi bloke John Key has dished out $5 million of marketing cash in order to promote eight of the country's biggest tourist regions.

The $5 million, which is part of the $20 million that was allocated to tourism marketing in November, will be matched by regional tourism organisations (RTO) and private sector funding, creating a $10 million marketing fund that will be particularly focused on Australia (check out some of the entertaining questions tourism operators might have to contend with when they arrive). The RTOs and Tourism New Zealand (TNZ) will work together in order to maximise marketing impact.

"New Zealand is a collection of beautiful but diverse regions, each with its own unique attractions. This is an opportunity for those regions to use their distinctive selling points to attract Australian visitors while ensuring it is coordinated with TNZ's 100% Pure New Zealand campaign. It is also a valuable opportunity to market experiences, seasons and occasions that are unique to a region," Key says.

And here's where the cold, hard cash will go:


  • Auckland ($1,000,000)

  • Hamilton/Waikato, Bay of Plenty and Dunedin ($250,000)

  • Destination Rotorua Tourism Marketing ($600,000)

  • Central Park (Rotorua, Taupo, Bay of Plenty, Hawkes Bay, Ruapehu, Coromandel) ($442,000)

  • Wellington, Wairarapa, Taranaki and Marlborough ($1,000,000)

  • Canterbury ($775,000)

  • Queenstown and Lake Wanaka ($463,000)

  • Ski Tourism ($370,000)

  • RTO Campaign Tracking research($100,000)

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