Te Papa announced today a major promotional partnership with Air New Zealand that will help drive visitors to the Museum from throughout New Zealand and around the world.
The five-year investment by the national carrier underlines its commitment to iconic New Zealand 'brands' that have the potential to lift tourism awareness in key offshore markets, and enhance consumer understanding of what New Zealand has to offer.
The partnership builds on Air New Zealand's existing agreement with Te Papa, instigated when the Museum opened in 1998.
Last year, 41 percent of Te Papa's 1.31 million annual visitors came from overseas, demonstrating the museum's key role in adding a cultural dimension to the travel experiences of many international tourists. This has grown from 25 percent international visitation when the Museum first opened.
Air New Zealand Vice President Marketing and Alliances Ed Sims says Air New Zealand's partnership with Te Papa has proved to be a valuable alliance for both parties, and the airline looks forward to continuing to promote New Zealand as a key tourist destination with the Museum.
'In only five years Te Papa has positioned itself as an internationally recognised cultural and educational centre, becoming a huge tourist draw card for visitors from overseas and around the country,' he says.
'The partnership with Te Papa will involve Air New Zealand showcasing the Museum, its world-class exhibitions, and Wellington itself both in New Zealand and in our offshore markets.'
To celebrate the new partnership, Air New Zealand today flew in six marketing managers from its offshore offices in the UK, South Asia, North Asia, Japan, Australia, and North America to gain a first-hand understanding of what Te Papa has to offer their core markets.
Of particular interest will be the hugely successful The Lord of the Rings Motion Picture Trilogy - The Exhibition, which has so far attracted 154,000 visitors with a final total of around 180,000 likely when it closes on 30 March 2003.
At the entrance of the exhibition is a large model of the Air New Zealand Boeing 747-400 'painted' with the Frodo image, currently taking the message of Middle-earth to the world.
It is the first time in many years that the airline's twice-yearly forum for its international marketing team has been held in Wellington.
'Te Papa and Air New Zealand have built a dynamic working relationship over the past five years and we are delighted that this partnership has the opportunity to develop even further,' said Dr Seddon Bennington, Te Papa's Chief Executive. 'Air New Zealand's "airline to Middle-earth" campaign and its commitment to driving the New Zealand tourism message around the world fits perfectly with Te Papa's objectives to market the Museum internationally. Together, we can offer memorable, uniquely New Zealand experiences for the international market.'
In addition, Air New Zealand works with Positively Wellington Tourism to market the capital. Air New Zealand has also brought international media to New Zealand to market The Lord of the Rings motion picture trilogy through its promotional partnership with New Line Cinema.
For more information please contact:
Claire McKay, Public Affairs, Air New Zealand, ph: 09 336 3514.
Paul Brewer, General Manager Communications and Marketing, Te Papa, ph: 04 381 7023, mobile: 021 532 920.