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New Zealand winter escape campaign works its magic

The 2013 Ski campaign 'More Magic in Every day' has achieved huge success by promoting the magic of New Zealand winter holidays.

Exceeding all campaign objectives, the key annual campaign saw Australian arrivals grow by more than 17 per cent in June.  It also generated over 114,000 visits to the tailored ski hub pages on newzealand.com, with an overall referral rate of 31 per cent.

The campaign was once again a collaborative effort between Tourism New Zealand, the partners in the Ski Marketing Network (Ski TMN), the Flight Centre and Air New Zealand.

New Zealand winter escape campaign works its magic.jpg

Running from February to June, the Australian campaign took a new twist on last year's activity.  Keen skiers were shown the breadth of activities and experiences within close reach of the ski slopes to keen skiers, while occasional skiers and winter holiday makers could see the magic of a winter holiday in New Zealand brought to life.

A television commercial kick-started the campaign, hitting the spot with the target audience. Three quarters of Active Considers aged 18 to 39 all agreed that the TVC made them seriously consider visiting New Zealand for a ski holiday. 

Alongside the traditional marketing approach, Tourism New Zealand also focused on bringing key Australian media to town, through the International Media Programme. The resulting media coverage has been extensive, continuing on well beyond June through to the Winter Games in Otago during August.   An IMP activity snapshot is included below.

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

A snapshot of key results from IMP activity generated by the ski campaign: