New Zealand's regions are set to be the focus of an upcoming campaign by the national carrier, celebrating through regional events.
Air New Zealand is backing the bold, the brave and the brilliantly local, with a new programme set to showcase the nation’s regions one event at a time.
The airline has launched the Air New Zealand Regional Event Sponsorship programme, designed to support and scale up new and emerging events in each of the 20 regions it flies to.
The new initiative aims to support and promote domestic travel right across the motu, as well as support the collective effort to keep building New Zealand’s event calendar, particularly during shoulder and off-peak seasons.
Air New Zealand’s Chief Sustainability and Corporate Affairs Officer, Kiri Hannifin, said the airline is proud to play a part in backing regional creativity and ambition.
“Our goal is simple. We want to back brilliant local events that deserve the spotlight. These events not only celebrate the spirit of their regions, but they also give people another reason to visit, explore, and stay a little longer. Events like the Hokitika Wild Foods Festival are a perfect example, authentically local, proudly unique, and unforgettable. We want to help create more of these all over the country. The kind of events that bring communities together and showcase the best of New Zealand,” said Hannifin.
Working in partnership with regional tourism organisations (RTOs), the sponsorship programme will support events in regions across the country. These events may be focused on sport, arts and culture, food and wine, music, heritage or nature. The airline is backing events that regions across New Zealand are proud to showcase, helping them draw more visitors, extend their reach, and grow their impact.
Support will be tailored to each region. From flights to marketing and promotional activity, or investment, the selected events will receive a three-year commitment, offering certainty and room to grow.
Air New Zealand will launch the programme with support for The Spectacle in Nelson and the Hamilton Arts Festival.
By working with RTOs, who know their regions best, and complementing investment made by the Government in regional events, Air New Zealand is ensuring this initiative boosts existing efforts to develop sustainable, long-term event strategies across New Zealand.
Tourism and Hospitality Minister Louise Upston was thrilled with the initiative to encourage more visitors to the regions.
“We’ve been laser-focused on growing tourism in New Zealand and one way to do this is to encourage people to explore beyond the main tourist centres,” said Upston.
“It means more visitors spending money in local cafes, businesses and accommodation providers, driving economic activity in our regions.”
Transport and South Island Minister James Meager said this programme is a win for New Zealand’s regions.
“I welcome all efforts to encourage greater domestic travel and connectivity. This sponsorship will help give regions a boost to its visitor numbers – which we know will bring positive flow-on effects for the local economy, and aid our overarching goal of economic growth nationwide,” said Meager.
The airline will prioritise events that are new or emerging, help stimulate visitation outside peak periods, and align with the principles of sustainable tourism and the Tiaki Promise. The goal is to support events that create value not just for visitors, but for the communities that host them.
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