Air New Zealand’s romantic lure for tourists

By Grant Bradley – NZ Herald

Air New Zealand chief executive Christopher Luxon says his airline’s marketing in China aims to portray this country as romantic and an ideal destination for families.

He said his airline had just enjoyed its best ever performance in China in the past year, despite increased competition and an economic slowdown there.

Air New Zealand has been flying directly to China since 2006 and has forged a new relationship with Air China to allow a resumption of services to Beijing.

He told the China Business Summit in Auckland on Monday that more targeted marketing was helping to expand the high-value end of the China market. While overall numbers were continuing to grow quickly, the spend per visitor was growing even faster.

Air New Zealand was “fixated” on two marketing platforms to attract families and couples.

“We think there are lots of 30-year-olds who want to come down to New Zealand – more

– NZ Herald