The Northland Region in New Zealand has been singled out for an experimental marketing push by Tourism New Zealand to determine if Australian travellers can be influenced to visit less-frequented tourist spots.

The pilot marketing program focused exclusively on attracting Victorians and yielded some pleasing results for the tourism body.

“It is fantastic to see that with specific, targeted partnership activity we can direct consumers into our less-visited regions, helping more regions to benefit from tourism,” said Tourism New Zealand chief executive, Stephen England-Hall.

“Tourism also provides significant employment in New Zealand, with one in ten people employed in the industry…for some communities like Northland, this is essential.”

The campaign was run in conjunction with Northland Inc, Facebook, Flight Centre and Air New Zealand.

Following the positive nature of the results, Tourism New Zealand is now planning to run two more campaigns, one more promoting Northland and another for the South Island.

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