Government calls infamous 'Everyone Must Go' campagin a 'winner'
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The government is calling the infamous 'Everyone Must Go' campaign a winner for attracting Australian tourists to our shores.
The campaign was ridiculed when it was launched with US and UK media
calling it tone-deaf
and opposition politicians saying it made New Zealand sound like a clearance-sale item.
But Tourism New Zealand stats showed it delivered 7981 additional visitors between March and May.
Tourism and Hospitality Minister Louise Upston said that was more than a thousand additional visitors than expected.
She described it as a winner, and said they wanted to grab people's attention and it did.
"We knew Aussies would recognise it as a great opportunity. Just like they grabbed Phar Lap and pavlova, it's proved the same story with 'Everyone Must Go'," she said.
The campaign targeted a $17 million spend boost, and she said it generated an estimated $22 million in incremental visitor spend.
The industry had backed the campaign, with 450 operators offering more than 800 deals to entice travellers, she said.
"A key part of this campaign's success were the deals the tourism industry came to the party with," Upston said.
"This team approach showed we can deliver great results for the sector when Government and industry are joined up and working towards the same goals."
The campaign received an initial $500,000 budget from the International Visitor Levy, but received an additional $300,000 boost.
Of the additional visitors, 6804 of them could be directly attributed to bookings made via the campaign with the remaining 1177 linked to the indirect conversion activity.
The total number of Aussie arrivals across Autumn increased by more than 24,000 - hitting 331,571 this year.
"Every one of those Australian visitors who ate at cafes and restaurants, visited tourist attractions and shopped in our towns and cities has helped the New Zealand tourism sector grow, and boosted the Kiwi economy in the process," she said.
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