Momentum is building as the Brancott Estate World of WearableArt
(WOW) Awards Show gears up to once again showcase some of the best
of creative design to the world.
As a key sponsor Tourism New Zealand is working to maximise
exposure for New Zealand by taking key international media
attending the event, on a tailored media famil to showcase the
creative side of New Zealand.
Aptly named 'Kiwi Creativity, the famil will tell New Zealand's
story through its cuisine, art, people and experiences - all which
are driven by our unique landscape and heritage.
Attendees from the key markets of China, Australia and USA will start in Nelson, the home of
WOW, travel onto Marlborough before heading onto Wellington for WOW
2012. The famil will conclude in Dunedin where they will coincide
with the 'Off-the Wall' exhibition and Arts festival.
"WOW provides the opportunity to showcase creative talents which is
a unique hook to attract media to come to New Zealand," says
Catherine Bates, General Manager Brand and International PR.
"Once here we are able to get the media to enjoy a wider New
Zealand experience - our art, fashion and culture, therefore
raising the profile of not only the event but of a creative New
Now in its 24th year, WOW is New Zealand's single largest arts
show, with more than 50,000 show goers from around the world
attending annually. This year, 58 of the 164 finalist costumes are
by international designers, with six from China and 10 from the
The high profile event has a reputation for gaining the attention
of international media. In 2011, Tourism New Zealand hosted 16
media which resulted in 23 articles reaching a combined total of
approximately 32 million people around the world.
The 2012 Brancott Estate WOW Awards Show runs form 27th September
to 7th October in Wellington. The Tourism New Zealand Avant Garde
Section will be this year's largest section.
Read more about what TNZ does to leverage major events here.