Winter campaign works its magic on Aussies

Last year’s winter season has seen record numbers of Australians hit the New Zealand slopes – with holiday arrivals into Queenstown up 14 per cent and participation in a snow sport up 15 per cent for the June – September 2015 period. 

Into its third year, the successful ‘More magic in every day’ campaign was once again a collaborative effort between Tourism New Zealand, the Ski Tourism Marketing Network (Ski TMN), Air New Zealand and Flight Centre.

Tourism New Zealand General Manager Australia Tony Saunders says, “Not only did New Zealand welcomed record number of Aussie winter holiday makers but on average they spent more – which is great news for the industry.

Rolled out across three phases - early bird, last minute and spring ski with activity running from February through to September, it is one of Tourism New Zealand’s largest pieces of activity in the Australian market each year. 

The campaign works to showcase the wide range of winter holiday experiences on offer in New Zealand to attract beginner skiers, as well as the more experienced.

Tourism New Zealand’s #NZdronie visited the slopes to once again drive holiday makers to share their winter experiences with friends and family on social media.

“The innovative activity - providing skiers with their epic aerial selfie - created huge conversation on social media with # NZdronie posts achieving a combined reach of 34m across Facebook, Instagram and Twitter.

“With summer well underway it might seem a bit odd to be thinking about winter again, but that’s exactly what Tourism New Zealand is doing,” says Tony.

Planning for Tourism New Zealand’s early-bird ski activity for 2016, which will launch in April this year, is already well underway. Run with key conversion partners including Air New Zealand, the activity aims to get Australian’s thinking about booking their winter holidays.

Key learnings for the 2016 season will be an increasing focus on the beginner ski segment which holds the greatest potential for arrival growth. The activity will continue to showcase the range of experiences on offer in New Zealand, both on and off the slopes.

Another focus will be on driving visitation over the spring period when skiing in New Zealand has greatest capacity and provides ideal soft snow conditions for beginner skiers.

Read more about Tourism New Zealand’s ski strategy here