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23) In 1927, a year after Coates's government introduced the world's first fully-funded family benefit (a landmark reform that set a precedent for the more far-reaching social security system introduced by the Labour Government in 1938), NZR launched what it claimed was the world's first family concession ticket, enabling two parents and any number of children under 16 to travel for the price of three ordinary second-class fares.
While summer at the seaside dominated interwar holidaymaking, NZR had other destinations and holiday seasons in its sights.
In the spring of 1926 NZR began running Sunday specials from the city to Otira.
In the early 1930s NZR sought to capitalise on the popularity of outdoor recreational hiking by running 'mystery train tramp' excursions.
During the 1920s and 1930s NZR would work closely with the Tourist Department, private tourist operators and the emerging advertising industry to generate holiday consumption, essentially by 'selling pleasure'.
As well as NZR publicity and government public service messages, they undertook work for a wide range of private clients, 'selling everything thought to appeal to the passerby: from shoes to soap and the pick-me-up of the day--whether it be coffee, emulsions or malt extract'.
44) NZR posters from the 1920s typically featured sun-drenched beaches, soaring mountains, lush forests, or symbolic figures like the 'bathing belle' or 'seaside girl', whose 'scantily clad form and purposeful pursuit of pleasure appealed to both male and female audiences'.
NZR advertisements frequently stressed the comfort and safety of rail travel compared to the discomfort and dangers of the road.
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