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First signs of a bumper ski season

While the dropping temperatures mark the end of a successful summer season for most - ski fields across the country are scheduled to open this month and the industry is gearing up for a bumper ski season.

In response to the winter demand, Air New Zealand and Virgin Australia have announced they will operate an additional 40,000 seats to and from Queenstown over the peak winter period, while Jetstar and Qantas have also each announced extra seasonal flights between Sydney and Queenstown.

Tourism New Zealand's successful 'More magic in every day' campaign, run in partnership with the Ski Tourism Marketing Network and Air New Zealand, hit the Australian market earlier this year and is a key part of our work to promote a New Zealand ski holiday and fill those trans-tasman flights through the winter months. 

This year's campaign takes our proposition one step further as we work to attract occasional winter holiday makers and skiers with the many other attractions New Zealand has to offer in addition to snow activities - be it adventure, luxury, and food and wine activities.

Perfectly timed with the recent snowfalls, Australia's top TV breakfast programme Sunrise will broadcast live from Queenstown from 16 June for a week.   

Sunrise is now in its 11th year as Australia's favourite breakfast show, with an average weekly reach of three million viewers

This is the first time the entire show has ever filmed in New Zealand and integrating high impact broadcast opportunities with our TV advertising campaign is one way we can further motivate Australians to explore a broader range of winter activities than just snow sports, as well as reinforce how accessible we are to Australia.

Broadcasting live into over one million Australian homes, Sunrise provides an incredible opportunity to profile New Zealand's unique winter offering to a large number of potential travellers.

Filming will include live weather crosses from locations including Mackenzie Country, Tekapo and Wanaka every half hour from Monday 16 June culminating in the entire show being broadcast live from Queenstown 19-20 June.

The broadcast will coincide with the 40th Anniversary of the American Express Queenstown Winter Festival set to take place at Coronet Peak from 20-29 June.

Sixty Sunrise viewers will also join the cast and crew in Queenstown, after an on-air promotion in partnership with Accor, selling out within 30 minutes.

It is a huge coup for us to secure Australia's most popular breakfast show and bring it to New Zealand and is the ultimate opportunity to present winter magic in New Zealand to its largest international visitor market.

The broadcast opportunity further strengthens TNZ's Australian ski campaign now live in-market and coincides with the 40th Anniversary of the American Express Queenstown Winter Festival.

Australia is New Zealand's largest international market for ski and snow visitors, with approximately 16 per cent of Australian visitors skiing while on holiday in New Zealand.

The market is performing well with holiday arrivals up 7.6 per cent for the year ending April - and we are hoping that another great ski season will help us maintain this positive growth.

On a final note, the latest infographic for the Australian market is now available. The research highlights key insights to this key visitor market, with data and stats provided in picture form. Check it out here.

Justin Watson

Director of Trade, PR and Major Events