S.I. ‘appealing' destination — Continental

Press, 30 November 1978, Page 3

S.I. ‘appealing' destination — Continental

NZPA. Washington I Continental Airlines plans a big campaign to promote [New Zealand in the United [States before it begins flying Ito Auckland next year, says a senior Continental official. The airline’s promotional campaign, with emphasis on the South Island, was outlined from Los Angeles by Continental’s vice-president for passenger marketing, Mr Maurice Kelley. He talked with NZPA after hearing that the New Zealand Government had given Continental approval for three round-trip flights a week between Los Angeles and Auckland Via Honolulu and American Samoa, starting on May 1.

Continental Airlines has already begun preliminary negotiations with Mount Cook Airlines, which has a representative in Los Angeles, on New Zealand package tours with an emphasis on the South Island outdoors. Continental is heavily involved with ski specials in the Western United States and believes that because of sharply rising costs in Europe New Zealand can attract American skiers.

“We’re particularly interested in what the South Island has to offer,” Mr Kelley said. “We won’t be featuring it exclusively, of course, but we plan to give the South Island more than a fair share. “All of New Zealand, but particularly the South Island, is an appealing destination,” he said. Although fares on the new route are not expected to be settled before talks in Washington early next year, it is widely known that Continental wants to offer cheaper fares than at present charged on the South Pacific run, perhaps as much as 30 per cent cheaper. Mr Kelley said the airline would begin an extensive advertising and promotion campaign to sell New Zealand as a destination in Continental’s key market cities — Houston, Denver, Los Angeles, Chicago and Seattle and others — early next year.

Continental will not neglect hustling for business passengers but with multiple stops on its route to New Zealand and its daylight flights (Pan Am and Air New Zealand both fly out of the West Coast at night) is placing emphasis on the lei-

sure and special-interests travellers.

The airline also plans, as: part of its promotional ef-j forts, to fly selected travel; agents to New Zealand before the service starts to give them a feeling for the country.