(TAN): Tourism New Zealand has introduced its newest marketing campaign, in which it invites Australians to experience a real Kiwi winter break, reports said.
The campaign ‘This is How We Winter’, emphasises the ski regions such as Mount Hutt, Mount Ruapehu, Wanaka and Queenstown, in an attempt to draw attention to other activities on offer in addition to skiing, as per reports. These activities include relaxing in a hot tub in in between runs on Mount Hutt, sledding with huskies in Wanaka, and tasting Queenstown’s gastronomic creations, reports said.
Designed by TBWA Sydney, the campaign features locals appealing to Aussies to experience the whole range of winter activities – indicating how New Zealand features diverse experiences for both ski enthusiasts and for people who do not ski, according to reports.
General Manager of Tourism New Zealand – Australia, Andrew Waddel, reportedly said a Kiwi winter holiday is a unique mix of great ski fields, memorable backcountry skiing and friendly people.
“A New Zealand winter holiday is totally different to anywhere else in the world – equal parts incredible ski fields, unforgettable off-piste experiences and friendly locals,” Waddel was quoted by Mumbrella as saying.
Part of Tourism New Zealand’s ‘100% Pure New Zealand – 100% Pure Welcome’ campaign, it is being played across social and digital media, reports said. Four 15-second spots have reportedly been created, each dedicated to one of the four chief ski regions.
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“We worked with TBWA to bring This is How We Winter to life and catapult New Zealand’s world-class winter offering onto the world stage. All as part of our ongoing 100% Pure New Zealand – 100% Pure Welcome campaign,” Waddel added.
“We leaned into the unstated, frank and humble approach New Zealanders are famed for, to describe the incredible county they come from,” AdNews quoted Kat Alvarez-Jarratt, Creative Director at TBWA Sydney, as saying.
Trade offers will reportedly be available from Flight Centre and Virgin Australia throughout March.
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