Tourism New Zealand is leading the development and implementation of a $750,000 marketing campaign which capitalises on Ruapehu, Taupo and Rotorua with spare capacity across accommodation and experiences during the winter months (Jun-Sep).
The six week promotion showcases the geothermal experiences and landscapes of the central plateau volcanic zone, lakes, hot pools, glow worm caves, National Parks and Māori culture with a snow experience at Whakapapa or Turoa, Mt Ruapehu as part of a wider winter touring holiday.
This short video is running on digital channels to showcase the region as part of the campaign work.
A separate campaign specifically targeting skiing in New Zealand will also start in March.
Tourism New Zealand Chief Executive Stephen England-Hall says that Australians are motivated to travel by experiences that are different to their everyday life.
“This work is about highlighting a couple of ‘iconic’ winter experiences within the central North Island and demonstrating the diversity of other experiences within the region, giving potential visitors a clear reason to visit.
"The geothermal and volcanic landscape of the Central North Island coupled with glow worm caves and Maori cultural events and cuisine are all unique to New Zealand and unlike anything they can do at home. The Central North Island region is ready to increase its profile as an attractive winter touring holiday destination for Australians and this is a great opportunity to showcase New Zealand as an all-year holiday destination."
Tourism New Zealand is working with Auckland Airport, Rotorua, Taupo and Ruapehu tourism organisations and Ruapehu Alpine Lifts. The trade partner for the work is Qantas Holidays.