Launched with the support of regional tourism operators, the new campaign will see a drone (a remote controlled flying camera), travel around iconic South Island locations and ski fields.
The drone will give visitors the chance to capture an eight second video of themselves which they can instantly share with their friends on social media using the hashtag #NZDronie.
A play on the "selfie" phenomenon, a "dronie" is a new trend emerging globally that uses a flying camera to take videos from the sky.
The #NZDronie will be hitting New Zealand's ski fields including Cardrona, Coronet Peak, Mt Hutt, Mt Cook, as well as Queenstown and Lake Tekapo from 24 July to 30 July 2014.
Tourism New Zealand's General Manager Australia Tony Saunders says, "We are excited to be the first country to launch the new #NZDronie on its ski slopes and hope it will add another dimension to the way people share their holiday memories.
"Word of mouth is an incredibly powerful tool in sharing experiences and the campaign aims to maximise visitors' use of social channels to share the New Zealand winter experience even further."
Holiday goers are being encouraged to share their "dronies" using social media with daily prizes up for grabs including double ski passes and off mountain winter experiences.
Tourism New Zealand has been working to promote New Zealand's world class winter experiences in Australia, through its 'More magic in everyday' campaign. In June it brought Australia's top morning show 'Sunrise' to Queenstown where they broadcast live for two days and delivered significant coverage.
Australia is New Zealand's largest international visitor market for ski and snow visitors, with approximately 15 per cent of Australian visitors skiing while on holiday in New Zealand.
More information about where #NZDronies can be found, including a video demonstrating how it works, is available on Tourism New Zealand's 100% Pure New Zealand Instagram (instagram.com/purenewzealand) and Facebook (facebook.com/purenewzealand) pages.
Contact Georgina Maguire, Communications Advisor, Tourism New Zealand
firstname.lastname@example.org | phone +64 21 478 659