‘Transport Yourself’ is a social and digital campaign based around three short videos that show how a commute to work by bike or pedalling an exercise bike at the gym can be transformed into a spectacular cycling holiday in New Zealand, tailored to any level of fitness.
Tony Saunders, Tourism New Zealand’s General Manager for Australia says the latest campaign builds on a successful cycling-led campaign by celebrity Megan Gale last year to increase awareness of the unique holiday experience a New Zealand cycling holiday offers.
“Cycling is particularly suited for spring and autumn travel and this latest campaign is about inspiring Australians to find out more about the great experiences they can enjoy as part of a cycling holiday. The featured trails show people cycling alongside world-class boutique vineyards and enjoying great food, passing through places of history and always surrounded by spectacular scenery. It combines all the reasons people love to travel to New Zealand and lets people experience them in a unique way by cycling”.
The campaign targets those who may not have New Zealand in their sights for a holiday, tapping into an estimated audience of 1.9 million Australians who are interested and active in cycling, travel and physical exercise.
Three of New Zealand’s great cycle trail rides feature in the videos. Watch them here: the South Island’s spectacular Alps to Ocean trail; the West Coast Wilderness trail; and the North Island’s Hawke's Bay trails. For more information about the trails, visit http://www.nzcycletrail.com/
The campaign will be rolled out through social and digital channels with links to Tourism New Zealand’s cycling campaign hub on newzealand.com.