Come Down For Air campaign takes flight in New Zealand

4 April 2024

Tourism Tasmania will launch its latest Come Down For Air campaign in New Zealand later this month aimed at encouraging Kiwi travellers to take a Tasmanian holiday.

Tourism Tasmania CEO Sarah Clark said, “This will be our fifth brand marketing campaign in New Zealand and is a significant part of our international strategy with New Zealand visitation returning strongly”.

The campaign coincides with the confirmation from Air New Zealand that direct flights from Auckland to Hobart will recommence seasonally in October providing fast and easy access to the state.

New Zealand is a crucial visitor market for the state, welcoming 17,000 Kiwi visitors last year with the latest data showing NZ visitors had the highest average spend of any international visitor in 2023.

“The direct Auckland to Hobart service, first introduced in 2021, has proven popular with thousands of travellers, including many Tasmanians. We are excited to see it recommencing from October." Clark said.

Highlighting the broader reach of the Auckland to Hobart route, Clark added, "US passengers have taken advantage of this route, providing one-stop connectivity to Tasmania via Auckland from major cities including Los Angeles, San Francisco, Vancouver, Houston and New York."

Air New Zealand’s General Manager Jeremy O’Brien said they were pleased to be able to recommence seasonal direct flight services from October, following a six-month pause.

“We look forward to being able to provide travellers with the direct route three times a week, commencing from 27 October and running through to the end of March 2025”, said O’Brien.

The "Come Down For Air" brand campaign will be prominently featured in the New Zealand market, with television advertisements and other promotional activities launching on 21 April. This marketing effort will complement the existing robust trade and PR program in the region, with Tourism Tasmania collaborating with travel agents, trade publications, travel websites, media and journalists to ensure Tasmania remains top of mind for New Zealanders when planning their next holiday.

Tourism Tasmania has been raising awareness of Tasmania as a unique holiday destination in New Zealand through the Come Down For Air marketing campaign since January 2021.