Tourism New Zealand gave SMG the mandate after having been associated with the agency in China, said Arthur Sung, MD, SMG Singapore.
This is Tourism NZ’s first media appointment in Singapore. Sung added that the tourism company is likely to call a pitch in Indonesia over the next few weeks.
In May, Tourism New Zealand launched its first brand campaign in Singapore after several years. The aim of the campaign was to promote a NZ holiday while testing the market’s response to activities like golf, skiing and luxury travel. The campaign promoted a seven day self-drive itinerary travel package. The campaign served as a research opportunity for Tourism New Zealand to identify which experiences resonate the most with the target audience and what forms of media the audience uses to gather information.
Visitors from Singapore contributed almost US$62.4 million (NZ$79 million) to the New Zealand economy in 2011. The tourism website predicts that Singapore tourists will contribute $84.6 million (NZ$109 million) in 2013.