U.S. TV host for adverts

Press, 9 October 1987, Page 4

U.S. TV host for adverts

The “Entertainment This Week” television host, Leeza Gibbons, will feature in a $400,000 promotion campaign aimed at enticing North Islanders to the South Island. The Los Angeles-based television presenter will receive a $20,000 fee for her role in the project organised by the South Island Promotion Association (5.1.P.A.). The campaign, which will feature Gibbons in radio, television and print advertising, will begin next April. Details were revealed at a meeting of the West Coast Tourism Council in Westport yesterday. The council’s marketing officer, Miss Monica Hulme, said the promotion would be run throughout New Zealand but was specifically targeted at North Islanders. The bulk of the New Zealand population lived in the North Island but a very small percentage ventured across Cook Strait because of misguided perceptions about cost and transport difficulties, she said. A holiday booklet with detailed in-

formation on the South Island’s attractions will be produced at a cost of $50,000. Miss Hulme said S.I.P.A. intended to promote the South Island as a “quality destination” rather than a cheap resort However, emphasis would also be given to the quality of life. The cost of the campaign would be shared, on a population basis, by all the South Island’s tourism regions. The Nelson public relations officer, Mr Paul Matheson, had already obtained funding of $25,000. Miss Hulme in advising that the West Coast’s share would be $14,000, said involvement was vital for the region. “If we dip out of this promotion, you can watch the number of domestic visitors decline and you can all say goodbye to your industry,” she told tourism operators. Leeza Gibbons toured the South Island earlier this year to make a promotional video organised by a Christchurch company, and is keen to return.