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New Zealand hiking and cycling takes the spotlight on Aussie prime time

New Zealand's world class hiking and cycling trails was broadcast straight to the living rooms of around 420,000 Australians last weekend, with the first of four TV episodes profiling New Zealand going to air (Saturday 6 April 2014).

Channel Ten's popular travel series Places We Go will feature locations such as the Otago Central Rail Trail, Clutha Gold Trail, Milford Track and Hollyford Track - showcasing why New Zealand is the ultimate hiking and cycling destination. 

Filming for the show took place in New Zealand earlier this year, and was secured through Tourism New Zealand's International Media Programme.

General Manager Australia Tony Saunders says, "PlacesWe Go provides a significant opportunity to profile the unique cycling and hiking product on offer in New Zealand - both priority special interests sectors for TNZ in the Australian market.

"Targeting special interest visitors is a key focus for TNZ as our research shows that visitors who participate in these activities tend to spend more and stay longer than average visitors."

New special interest hubs have just gone live on newzealand.com, profiling New Zealand's well-known Great Walks, multi-day hikes and day walks - plus a dedicated cycling hub featuring the 23 cycle trails that make up the New Zealand Cycle Trail Network. You can check out the hubs here.

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Now into its sixth series, each episode of Places We Go is watched by an estimated 428,000 viewers and is the only travel show in Australia that is present across broadcast, print and social.

An editorial piece for Escape magazine, based on the episodes, will follow in the coming weeks. Escape is a magazine insert distributed to just under 2.5 million readers each week inside Australia's Sunday Telegraph.

Tony says, "The International Media Programme is a key part of our efforts in Australia to gain compelling, high-profile coverage and motivate our potential travellers to book a trip to New Zealand to experience it for themselves."

Just last month Delicious magazine, the highest-selling premium food title in the Australian market, went to print with a 35 page travel feature on New Zealand.

The stunning article profiles regions such as Canterbury, Taupo and Marlborough, highlighting to its 769,000 readers that New Zealand is the 'must go' destination for the Australian culinary tourist.

 "These results follow an incredibly successful start for 2014 in the Australian market - and the results speak for themselves. Arrivals have continued to be strong throughout summer with total arrivals up 6.8 per cent and holiday arrivals up a staggering 9.9 per cent for the year ended February 2014," says Tony.

"And the momentum is set to continue with the launch of our annual ski campaign later this month which we are sure will deliver some more impressive results," he says.

Read more about Tourism New Zealand's marketing activity in Australia here.