Tourism New Zealand’s latest campaign is inviting Australians to experience a real Kiwi winter holiday.
‘This is How We Winter’, created by TBWA\Sydney, features real locals inviting Australians to experience ‘this’ - pronounced ‘thus’.
The campaign showcases a selection of the most unique winter activities the country has to offer: from relaxing in a hot tub in between runs atop Mount Hutt, to sledding with a team of huskies in Wanaka, and sampling the culinary delights of Queenstown.
It shows how New Zealand boasts a range of different experiences for those who ski and those who don’t.
“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," Tourism New Zealand - Australia general manager Andrew Waddel says.
"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."
“We leaned into the unstated, frank and humble approach New Zealanders are famed for, to describe the incredible county they come from” TBWA\Sydney creative director Kat Alvarez-Jarratt says.
The campaign is running across social and digital media from February 17.
It supports New Zealand’s four key ski regions – Ruapehu, Mt Hutt, Queenstown and Wanaka - with bespoke content, and will be followed by trade offers with Flight Centre and Virgin Australia throughout March.
CREDITS
Client: Tourism New Zealand
Creative: TBWA\Sydney
Media: Mindshare
PR: Eleven PR
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