Christchurch Airport Chief Executive Malcolm Johns is enthusiastic about the strategic campaign in market through February and March.
The campaign highlights that "Every day is a different journey" in South Island by creating five "great journeys" which start from the top of the island to the bottom. The campaign targets the eastern seaboard of Australia.
GM of Tourism New Zealand and Australia Tony Saunders said the campaign is hinged on research that when Australians fly into Christchurch they visit more regions on the island and stay longer.
“This key initiative includes working directly with Christchurch International Airport to drive flights into Christchurch and promote travel throughout the South Island," Saunders said.
"The campaign strongly encourages Australians to “Discover the South Island” whether it is through shorter trips or tailored longer journeys - it’s as easy as selecting your trip."
The campaign will be rolled out across all key media channels with a focus on digital as well as social media and print. It will also include a 12-page News Corp travel lift out on the South Island to be distributed across Australia on 22 February.
