Last week Air New Zealand showcased the South Island to 100 leading travel agents from the USA and Canada in the build up to the November 2 commencement of the airline�s direct services between Los Angeles and Christchurch.

In partnership with various South Island Regional Tourism Organisations, the travel agents experienced one of three different itineraries that showcased the very best of the South Island. Partners include Christchurch and Canterbury Marketing, Tourism Dunedin, Tourism Southland, Stewart Island, Destination Queenstown, Tourism West Coast and Latitude Nelson.

The travel agents were split into three groups and spent a week travelling the South Island to experience places and activities of interest to North American visitors. The agents were hand picked as they have the ability to sell significant numbers of holiday trips to New Zealand.

The itineraries include an eco / nature themed visit to Dunedin, the Otago Peninsular and Stewart Island, an adventure trip through Queenstown, Haast Pass, the West Coast and Trans Alpine Express and an adventure and food and wine themed trip including the Trans Alpine express, Punakaiki, Nelson, Kaikoura and Christchurch.

Since announcing the new route in May this year, Air New Zealand has invested close to $400,000 in promoting the new Los Angeles to Christchurch service to Americans and Canadians through newspaper advertising, online web advertising, direct marketing and public relations.

During July and August colour print advertisements showing kayaking on Milford Sound with the tag line �The South Island of New Zealand seems to have an unfair number of the world�s beautiful places. But we�re happy to share� ran in the Los Angeles Times and LA Weekly newspapers. Similar ads ran on websites like Yahoo!, Frommers, Fodors and Google. Readers were then directed to Air New Zealand�s website and could click through to web pages specially created for the campaign containing suggested driving itineraries, vacation package options and South Island regional information.

American wholesale travel companies that partnered in the campaign include Best of New Zealand, Brendan Worldwide Vacations, Down Under Answers, Goway and Newmans South Pacific Vacations.

Two thousand North Americans booked seats on the new service as a result.

�For North American tourists, visiting the South Island is a must during their time in New Zealand, with Canterbury and Otago two of the most popular regions visited,� says Gus Gilmore, Air New Zealand�s Vice President Western Region. �Showcasing this part of the country to travel agents is the best way to get them excited about New Zealand as a destination. It demonstrates to them various options for travellers wishing to make the most of their trip here.�

�Hosting travel agents is part of Air New Zealand�s considerable investment into inbound tourism. Americans are the third largest group of international visitors to New Zealand, spending a significant amount of money while they are here. It is an exciting opportunity for the South Island and with strong bookings we look forward to the new service being a success for everyone involved.

Operating three times a week on Tuesday, Thursday and Sunday, the new service between Los Angeles and Los Angeles will also connect directly with Air New Zealand�s flights between London and Los Angeles, providing a one stop service between Christchurch and London.

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Media Contact: Lucy Powell +1 310 648 7104 lucy.powell@airnz.com