Some of our top young musicians are helping promote New Zealand,
in a new-look tourism campaign that launched Saturday (13 March) in
Australia.
Working in partnership with MTV Australia, Tourism New Zealand
is showing young Australians New Zealand through the eyes of Kiwi
artists Scribe, the Mint Chicks and Liam Finn.
MTV's 'Guide to New Zealand' follows the Kiwi musicians as they
visit some of their favourite restaurants, music venues and surf
spots.
Tourism New Zealand Chief Executive Kevin Bowler says the
campaign is aimed at 16 to 24-year old Australians who make up a
key segment of first time visitors from this market.
"Australia is New Zealand's largest tourism market and we've
seen strong growth in visitor numbers over the past year. We know
Australians like to come back once they've visited, so we're
looking at ways to increase the number of first-time visitors and
younger travellers offer an opportunity in this space.
"By working with Kiwi musicians who are well known in Australia,
we've been able to create a campaign that highlights the diversity
of experiences on offer in New Zealand in a way that will appeal to
younger travellers," Mr Bowler said.
The first element of the documentary-style campaign, launched
Saturday, features well-known rapper Scribe. He takes viewers to
his favourite dumpling restaurant in Christchurch and to Brighton
beach, before heading up the coast to go diving for paua off
Kaikoura.
The second element, which launches on 19 March, features Liam
Finn who shows viewers around his father Neil Finn's Auckland
recording studio and visits Piha and Kitekite Falls; the Mint
Chicks' road trip around the South Island launches on MTV on 27
March.
The whole campaign will run for three months, showing
twice-daily between programmes on MTV.
Kevin Bowler says the different personalities, passions and
viewpoints of the three young musicians mean the campaign has a
very personal feel.
"The initiative gives an insight into the lives of these
up-and-coming Kiwi artists. They tell a personal story about New
Zealand and uncover the kinds of places and experiences you don't
read about in the guidebooks."
Scribe's 'Guide to New Zealand' was aired on Saturday 13 March
on MTV Australia and can be viewed online at www.mtv.com.au.
For more information, please contact:
Cas Carter, General Manager Corporate Communications
Tel: +64 21 915 410, Email: CasC@tnz.govt.nz
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