Air New Zealand and tourism board Visit California have signed a memorandum of understanding to promote travel to the American state.
Under the deal, the airline and tourism body will undertake joint marketing activity across a number of key markets to promote travel to California over the next two years.
Air New Zealand chief revenue officer, Cam Wallace, said both the airline and Visit California have worked together for a number of years now with the memorandum formalising partnership activity.
“California is an important destination for Air New Zealand, with the airline operating more than 500,000 seats into the western US state with up to double daily direct services from Auckland to Los Angeles, a daily service between London and Los Angeles and up to daily Auckland-San Francisco service,” said Wallace.
“This popular destination is a key focus for our sales and marketing teams across the United Kingdom, Australia and New Zealand.
“Joint activity to be undertaken across these markets by Air New Zealand and Visit California will include consumer campaigns, joint investment in showcasing California’s attractions through international media programmes and trade media, as well as trade education.”
Kicking off the partnership this month, Air New Zealand and the tourism board joined forces to promote its direct London-LA service with a digital marketing campaign - Dream Bigger, Fly Better.
The campaign highlights Air New Zealand’s award-winning onboard product as well as giving a guide to the Californian state, showcasing the cultural hotspots and experiences to be had in Ojai Valley along Big Bear Lake, Greater Palm Springs and along the SoCal coastline.
Visit California associate vice president, global marketing, Leona Reed, said: “We have enjoyed a great partnership with Air New Zealand in recent years and are excited to continue to grow our relationship on a global scale in the years to come.
“Its creativity and forward-looking brand matches up well with our destination fuelled by innovation, diversity and impeccable customer service.”