WOW 2012 puts ‘Kiwi Creativity’ centre stage

Momentum is building as the Brancott Estate World of WearableArt (WOW) Awards Show gears up to once again showcase some of the best of creative design to the world.

As a key sponsor Tourism New Zealand is working to maximise exposure for New Zealand by taking key international media attending the event, on a tailored media famil to showcase the creative side of New Zealand.

Aptly named 'Kiwi Creativity, the famil will tell New Zealand's story through its cuisine, art, people and experiences - all which are driven by our unique landscape and heritage.

Attendees from the key markets of ChinaAustralia and USA will start in Nelson, the home of WOW, travel onto Marlborough before heading onto Wellington for WOW 2012. The famil will conclude in Dunedin where they will coincide with the 'Off-the Wall' exhibition and Arts festival.

"WOW provides the opportunity to showcase creative talents which is a unique hook to attract media to come to New Zealand," says Catherine Bates, General Manager Brand and International PR.

"Once here we are able to get the media to enjoy a wider New Zealand experience - our art, fashion and culture, therefore raising the profile of not only the event but of a creative New Zealand.

Now in its 24th year, WOW is New Zealand's single largest arts show, with more than 50,000 show goers from around the world attending annually. This year, 58 of the 164 finalist costumes are by international designers, with six from China and 10 from the US.

The high profile event has a reputation for gaining the attention of international media. In 2011, Tourism New Zealand hosted 16 media which resulted in 23 articles reaching a combined total of approximately 32 million people around the world.

The 2012 Brancott Estate WOW Awards Show runs form 27th September to 7th October in Wellington. The Tourism New Zealand Avant Garde Section will be this year's largest section.

Read more about what TNZ does to leverage major events here.