The new 2013 Tourism New Zealand ski campaign 'More magic in every day' launched yesterday in Australia.
The campaign is a collaborative effort between Tourism New Zealand, partners in the Ski Marketing Network (Ski TMN), and Air New Zealand.
Tim Burgess, General Manager Australia, says the campaign is a key part of the work undertaken by Tourism New Zealand in Australia each year.
"Australians represent the largest international market on the New Zealand slopes, attracted by the accessibility, long season and true alpine environment.
"Of all Australian holiday arrivals, on average 16 per cent ski while in New Zealand. Our research shows that two thirds of Australians actively considering visiting New Zealand are interested in skiing - demonstrating the huge potential for growth in this market."
Last year's ski campaign 'More in every day' sought to broaden the appeal of a ski holiday to attract not just skiers but also the occasional skiers and winter holiday makers.
"This year's 'More magic in every day' campaign takes a new twist on last year's activity - showing not only the breadth of activities and experiences within close reach of the ski slopes, but also bringing to life the magic of a winter holiday in New Zealand."
Tourism New Zealand is once again partnering with the Ski TMN with all activity fully integrated to ensure a consistent message is delivered across the Australian market until the end of May.
This year's campaign includes an exciting new 30 second TVC featuring some of the best winter holiday experiences in Canterbury, Wanaka and Queenstown. The TVC is airing on major Australian broadcasters 7 Network and 9 Network for the next three weeks.
Air New Zealand will also be promoting ski holidays through a 15 second version of the new TVC to help drive bookings.
The television commercials will be supported by online activity that guides potential travellers to a dedicated ski hub on newzealand.com. From here potential travellers can learn more about ski in New Zealand and book winter holiday packages.
Tourism New Zealand and Flight Centre have had early bird ski campaign activity in market since February. This joint venture helped to generate interest ahead of the ski season and drive early bookings for a ski trip to New Zealand.