Tourism New Zealand hopes to stem a drop in United States visitor numbers through a $3 million campaign promising to give Americans their "life back" if they come here.
Latest figures from Statistics New Zealand show US tourists were down 20 per cent in January compared with the same time last year.
Tourism New Zealand chief executive George Hickton said the new campaign, which begins this week, aimed to prop up declining numbers in New Zealand's third-largest visitor market.
Hickton said the "life back" tagline came from research which found US visitors to New Zealand considered their stay to be a life-changing experience.
The research also showed Americans had a low awareness of New Zealand as a travel destination.
"Part of a problem at the moment is lack of awareness. Our research showed those who know more about New Zealand and have a better understanding of what we offer are more likely to come here.
"This campaign has been designed to raise awareness and convert that awareness into action."
The 30-second advertisement will run until April 25 on the Discovery Channel Network and will be followed by two 90-second video snapshots showing experiences people can have when they visit New Zealand.
Tourism NZ's $3m promise
The ads offer visitors from the US a life-changing experience.
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