If you want to develop your listening skills, try these tasks as you listen to the text. The answers are at the bottom of this page, after the Vocabulary. Thanks to Natasha Groves for preparing the tasks.
If you want to listen and read, just scroll down to the text.
1. Listening for main ideas
First, just listen to the text, taking notes if you wish. What information can you catch during this first listening?
2. Now listen again and answer the following questions:
- What happened on 16 February?
- How have tourist numbers changed since 2019?
- What details does the speaker give about the campaign?
- How have different people and groups reacted to the slogan?
- What is the International Visitor Levy?
3. Focus on language: Linking words and phrases
What do the underlined words or phrases in the following sentences mean? Think about their use, then check the answers below.
(a) Then media in the US and UK reported that the slogan seemed insensitive when there is high unemployment here. (b) Consequently, many New Zealanders are leaving the country, often to go to Australia where there are more job opportunities. (c) However, a Professor of Marketing Analytics from Massey University thought it was a good slogan because it creates a sense of urgency.
This levy was introduced in 2019 to provide funds for maintaining tourism infrastructure, (d) such as public toilets and carparks in popular areas, and for conservation efforts. Now, the government is using the money to advertise New Zealand, but the opposition say this is not the purpose of the levy. (e) Furthermore, Australians do not pay it.
4. What do you think of the new tourism campaign and slogan? Tell us your opinion in the comments below.
Text
On 16 February the Prime Minister Christopher Luxon and the Minister for Tourism Louise Upston launched a new campaign to attract Australian tourists to New Zealand. The campaign has a slogan “Everyone must go”.
The Prime Minister said that tourism is very important for our economy, but it has not recovered after the pandemic. The numbers of Australian visitors now are 88 percent of what they were in 2019. The new campaign runs from now until April and will cost $500,000. It will have advertisements on radio and social media in Australia, showing photos of mountain biking, vineyards and waterfalls. The ads have a slogan “Everyone must go! Even you. Don’t miss out.”
The slogan has had a mixed reaction. The tourism spokesperson from the Labour Party said that it made New Zealand sound like a clearance-sale item. Some people interviewed in the media thought it was unclear or not very exciting. Then media in the US and UK reported that the slogan seemed insensitive when there is high unemployment here. Consequently, many New Zealanders are leaving the country, often to go to Australia where there are more job opportunities. However, a Professor of Marketing Analytics from Massey University thought it was a good slogan because it creates a sense of urgency. The Tourism Minister is happy that so many people are talking about the slogan.
Another reason why Labour and the Greens are not happy with this campaign is that the $500,000 is coming from the International Visitor Levy, which is a $100 fee that many tourists, people on working holidays, and some students and workers coming to New Zealand must pay. This levy was introduced in 2019 to provide funds for maintaining tourism infrastructure, such as public toilets and carparks in popular areas, and for conservation efforts. Now, the government is using the money to advertise New Zealand, but the opposition say this is not the purpose of the levy. Furthermore, Australians do not pay it.
Vocabulary
slogan – a short phrase that is used in advertisements
campaign – a series of activities that are intended to achieve a particular aim
vineyard – a place where people grow grapes to make into wine
waterfall – a place where water from a river falls down over rock
ads – short form of advertisements
clearance-sale – when goods are sold cheaply in a shop in order to get rid of them quickly
urgency – the need to do something immediately
conservation – the protection of the natural environment
Answers
a. What happened on 16 February?
The Prime Minister and the Minister for Tourism launched a new campaign to attract Australian tourists to New Zealand. The campaign has a slogan “Everyone must go”.
b. How have tourist numbers changed since 2019?
They have not recovered after the pandemic. The numbers of Australian visitors now are 88 percent of what they were in 2019.
c. What details does the speaker give about the campaign?
It runs from now until April and will cost $500,000. It will have ads on radio and social media in Australia, showing photos of mountain biking, vineyards and waterfalls. The ads have a slogan “Everyone must go! Even you. Don’t miss out.”
d. How have different people and groups reacted to the slogan?
- The tourism spokesperson from the Labour Party: it makes New Zealand sound like a clearance-sale item.
- Some people interviewed in the media: it’s unclear or not very exciting.
- US and UK media: the slogan seems insensitive when there is high unemployment here and many New Zealanders are leaving the country, often to go to Australia.
- A Professor of Marketing Analytics from Massey University: It’s a good slogan because it creates a sense of urgency.
- The Tourism Minister: happy that so many people are talking about the slogan.
- Labour and the Greens: not happy with this campaign as it’s funded from the IVL.
e. What is the International Visitor Levy?
A $100 fee that many tourists, people on working holidays, and some students and workers coming to NZ must pay. This levy was introduced in 2019 to provide funds for maintaining tourism infrastructure, such as public toilets and carparks in popular areas, and for conservation efforts.
3. Focus on language: Linking words and phrases
- next; after that
- as a result
- ‘however’ is used to introduce a contrasting idea
- for example
- in addition; what’s more