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Leading integrated tourism marketing agency Gate 7 has been appointed as the in-market representative for Tourism and Events Queensland in New Zealand.
Rachel Dickey (née Pedder) will join the Gate 7 team as Account Director for TEQ, bringing extensive experience in the New Zealand tourism and aviation industry. Gate 7 will be responsible for all consumer, trade and aviation marketing – in market, including cultivating and maintaining relationships with key stakeholders, partnerships and media while working closely with TEQ’s head office in Brisbane, Australia.
There were 466,000 Kiwis who visited Queensland in the year ending June ’24 spending $820.5m, which is 130 per cent recovered from 2019 figures according to the latest data from Tourism Research Australia.
New Zealand is Queensland’s top international market by visitation, and second by visitor spend, solidifying it as a key priority.
Gate 7 will work closely with TEQ to spotlight Queensland’s unique experiences and diverse destinations to inspire greater exploration and dispersal across the state. Events continue to drive more Kiwis to Queensland – the NRL Magic Round, CMC Rocks Qld, Blues on Broadbeach, Noosa Eat & Drink Festival and Queensland’s many marathon events are firm favourites. New products across the state like Queen’s Wharf also champion what is quintessentially Queensland, and will be a key attraction for the New Zealand market.
To meet ambitious targets for increasing New Zealand visitation by 42 per cent between September 2023 and 2028, a segmented market approach will be key, with tailored messaging to showcase the variety of experiences Queensland offers.
In addition, this approach will maximise the current ease of access for New Zealand travellers to Queensland. You can fly non-stop into Brisbane and the Gold Coast year-round from multiple cities in New Zealand and from Auckland to Cairns and the Sunshine Coast during the winter months. The Gold Coast is also now Australia’s most connected airport to New Zealand.
In this role, she was instrumental in developing marketing, partnership, and pricing strategies to help Air New Zealand achieve its goals, collaborating closely with key travel and tourism industry partners. Rachel’s expertise in both the aviation and tourism sectors will be an asset as she leads the TEQ account, particularly as the organisation seeks to leverage increased airlift to Queensland through strategic airline partnerships.
In addition to her role as account director for TEQ, Rachel has also been appointed as Gate 7’s country director for New Zealand.
“More Kiwis visit Queensland than from any other international destination and we’re aiming to grow that by another 42 per cent by 2028, so optimising our relationships and marketing in New Zealand is vital to TEQ’s international strategy,” says Tourism and Events Queensland CEO Patricia O’Callaghan.
“We’re excited to partner with Gate 7 as our in-market powerhouse agency. Gate 7 has a sharp expertise in travel marketing and a deep connection with the New Zealand market, making them the perfect fit to amplify the exceptional tourism opportunities for Queensland, ensuring we’re highlighting the exact places and experiences that appeal to the New Zealand market.
“Whether that’s our stunning beaches, vibrant reef, food and wine experiences or our incredible outback, or for major events which see New Zealanders travel in hordes to experience, there is so much to explore in Queensland, even if you’ve been here several times.
“We are looking forward to continuing to grow and take our strong relationships with New Zealand to the next level through this partnership.”
“Representing Queensland in New Zealand is a dream role, and I am thrilled to be joining the Gate 7 team to take up this mantle,” says Tourism and Events Queensland account director Rachel Dickey.
“It’s an incredibly exciting time for the state and I can’t wait to start promoting the vast range of experiences, events and regions to Kiwis across the country.”
“We’re absolutely thrilled to be appointed as the in-market representatives for TEQ, marking a significant milestone for Gate 7 in New Zealand,” says Gate 7 founder and managing director Jo Palmer.
“We see an exciting opportunity to grow the market by building consideration for Queensland through insightful segmentation and a better understanding of Kiwi’s travel motivations. Having known and worked alongside Rachel Dickey for many years, I’m delighted to welcome her to the Gate 7 team.”
Rachel Dickey brings a wealth of experience in the New Zealand travel industry to her new role as account director for TEQ. Previously serving as product and pricing specialist for Air New Zealand, Rachel’s career with the airline spanned over two decades, including five years managing the vital trans-Tasman market.
