Jasons Travel Media is enlisting the help of southern tourism businesses to promote "off the beaten track" regional attractions, in a revamp of its website and marketing strategies.
Matt Mayne (right) chief executive of the listed company, met more than 40 tourism operators in Dunedin yesterday to outline the marketing changes, wanting the "more niche market attractions" to promote as options for tourists.
Mr Mayne noted Jasons was Auckland-based.
The company wanted to build on the attractions of Northland, the West Coast, Southland and Otago by meeting the business operators, he said.
"While still supporting Queenstown and Wanaka, we want to get people to less-travelled places than the glossy postcard destinations . . . to see the authentic Otago," he said.
"Off the beaten track" could include places like Moeraki, Otago Peninsula, "unique" restaurants and wildlife tours.
Mr Mayne encouraged operators to come forward with "top five" suggestions for their area. Jasons had 3.3 million website hits last year and six million copies of material distributed through 86 publications.
