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US athletes compete for ‘adventures of a lifetime’ in NZ

Tourism New Zealand, Air New Zealand and US retail chain Sport Chalet have teamed up to offer US travellers four 'adventures of a lifetime' in New Zealand.

Running from 18 August to 9 November, the 'Adventures of a Lifetime ' campaign offers six prizes that include a chance to "run" or "train" in the US or "trek, cycle, dive and snowboard" in New Zealand.

Gregg Anderson, Tourism New Zealand's (TNZ) General Manager - Americas and Europe, says the partnership with Sports Chalet offers a unique opportunity to showcase New Zealand's special interest offering to its target market in America.

"We know that special interest activities that have a high personal appeal to travellers can be the main reason for choosing a holiday destination, and once here these visitors tend to stay longer and spend more than the average holiday visitor - making them a key focus of our activity.

"Partnering with Sports Chalet provides a captive audience, interested in these holiday types, for us to engage with - which we are confident will increase awareness of the range of experiences New Zealand has to offer.

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"In addition to experiencing New Zealand's special interest product first hand, the winners will enjoy an exclusive encounter with well-known New Zealand athletes in each sector - something the average holiday visitor to New Zealand would normally never experience. So these truly are once in a lifetime adventures," says Gregg.

Sport Chalet is a premier specialty sporting goods retailer with 50 stores in Arizona, California, Nevada and Utah.

Print and online entries can be made through Sport Chalet's retail stores or website, which includes information about each package and a link to Air New Zealand's fare finder to drive conversion. Targeted communication with Sport Chalet's database will be undertaken after the promotion to convert interest generated by the activity.

TNZ's activity to promote special interests in America is focused on increasing recognition of the world class experiences New Zealand has to offer, driving preference to visit New Zealand. While the special interests normally promoted in market are hiking, cycling, golf and fly fishing, these have been widened to include diving and skiing given Sports Chalet's wide reach with these target audiences.

The ' Adventures of a Lifetime' prizes were developed with Air New Zealand and include:

Trek through New Zealand - promoting walking and hiking through New Zealand, the winner will spend 12 days exploring New Zealand's epic scenery from Clinton Valley to Milford Sound, including a guided mountain hike by New Zealand adventure climber Guy Cotter.

Dive into New Zealand - the winner will explore several of New Zealand's top dive sites including dinner with Jeroen Jongejans, the man who sunk the Leander Class frigate the Waikato, and spy ship the Tui, as artificial reefs off the Tutukaka Coast. 

Cycle through New Zealand - the winner will receive new cycling gear before exploring New Zealand cycle trails on a 10 day ride across the country, including dinner with avid cyclist Phil Keoghan from the Amazing Race.

Snowboard with the best at Burton - the trip begins the 2015 Burton US Open of Snowboarding before heading to the New Zealand ski slopes. The winner will spend nine days exploring the country's top ski and snowboard destinations, including a day skiing with Nick Mills, the Technical Director of the world heli-ski challenge and founding President of the NZ Freeski Association.

Read more about TNZ's marketing activity in the US and special interest sectors.