MORE TRIPPERS TO N.Z.

Evening Post, Issue 25, 30 January 1935, Page 12

MORE TRIPPERS TO N.Z.

VICTORIANS TRAVEL

CENTENARY INFLUENCE

i A 31 per cent, improvement in the value of passenger bookings to New | Zealand is- shown in the quarterly report of the Melbourne bureau of the New Zealand Government Tourist Department. The.increase .runs into some thousands of .pounds, despite the fact that inquiries for tours in the Dominion were not forthcoming as early as in previous years; owing to the' Centenary celebrations. ; . j Improvement is also recorded in the bookings introduced by city and country agents of the bureau, indicating that such agents aie taking a greater interest.in the sale of New Zealand travel, and also that the publicity in the country districts it attracting the attention of prospective travellers. A carefully-planned yet economical publicity campaign has been in operation daring the three months under review, ended December 31, states the Department Definite results have been traced to the media employed. In addition to frequent display and classified advertising, in leading metropolitan daily newspapers, there were employed radio and screen advertising, and an advertising film was - shown at. the busiest city intersection during the period' when, Melbourne was thronged with sightseers to the celebrations, and it drew marked attention. STBIXXNGt POSTERS. A wider - distribution of literature has been arranged and a special display of 20ft by, 10ft posters of a striking design, displayed on the principal railway and roadside hoardings, together with one-sheet posters on every suburban railway station, have also assisted to attract attention to New Zealand and to the services offered by the Department to the travelling public. In addition, four extra large hoarding sites, 40ft by 10ft, on the main scenic routes outside the city, gave, striking publicity displays which received much

City and country travel offices have had a continuous supply of photographic, poster, and other material for window display purposes, and the P. and O. and OrientI'Lines had arresting windows to advertise their cruises to the Dominion. All these methods, together with frequent references in the Press to New Zealand and to Centenary visitors from New Zealand, gave a publicity cover which was probably better than that obtained by any other country catering for tourists. At the international pageant held In November New Zealand was represented by a national group, and at various Centenary celebrations where it was possible to give publicity to the Dominion full advantage of the opportunity was taken. The report states: "The benefit of this increased advertising is already reflected in bookings, and it can be expected that further evidence of its effects will be forthcoming dunng the next few months." . By the time the Eucharistic Congress had ended it was estimated that con. siderably over 3000 New Zealanders had visited Melbourne, most of whom.made a point of. visiting the New Zealand Government Offices. .", Altogether, an extremely busy quarter was experienced, and there is every indication that for the remainder of the season activity will continue to a high degree. •