Tourism New Zealand has launched its latest campaign promoting the Canterbury region of New Zealand as the ultimate destination for West Australian travellers.

The advertising campaign highlights the wide variety of naturally hidden gems and experiences within the Canterbury region and brings to life the concept “everyday a different journey”.

Campaign channels include television advertising, cinema, print, outdoor, online and social media.

General manager Tourism New Zealand, Tony Saunders is positive about the strategic campaign in market for the month of November, mainly focusing on Christchurch and Canterbury.

“This campaign is about showing Western Australians the diversity of experiences Christchurch and Canterbury have on offer in the hope they’ll jump straight on a trans-Tasman flight.

“West Australians make up over 9% of total holiday arrivals from Australia and represent the fastest growing state in the country.

“With holiday arrivals up from last year, the length of stay from West Australian visitors is also longer at 14 days – well ahead of the Australian average of 11.5 days. We’re hoping to see significant opportunities for growth from this campaign and lure lots more visitors from the West Coast of Australia,” Saunders said.

The joint marketing venture between Christchurch Canterbury Tourism and Christchurch International Airport also includes Wellington, Marlborough, Kiwi rail and Interislander with Air New Zealand on broad to promote direct services between Perth to Christchurch over the summer period.

As an extension of the “Everyday a different story” campaign, Tourism New Zealand and Destination Queenstown will also undertake a joint marketing campaign to drive summer visitation to the region – attracting more visitors to Queenstown during January to April 2015.