As the mercury drops, and the ski gear comes out of the cupboard, Tourism New Zealand is trying to entice Aussie holidaymakers to visit this winter.
The 'More magic every day' campaign is in its third year and sees Tourism New Zealand partner with Air New Zealand and Flight Centre to encourage Australians to cross the Tasman for their ski trip.
The campaign aims to highlight the variety of winter experiences on offer in the country in order to grow first time arrivals as well as increase the average ski days taken by travellers.
Tourism New Zealand GM Australia Tony Saunders said the majority of Australians who visit New Zealand during the season are beginners that want a variety of activities on and off the slopes.
"[They] want the freedom to take to the slopes in the morning and then unwind at a local winery in the afternoon," Saunders said.
"This year's campaign launches earlier than ever before. Through our partnership with Air New Zealand and Flight Centre we will be looking to drive Australians to not just think about a winter holiday in New Zealand, but to book and make it happen."
The campaign will once again include its #NZdronie operating in the New Zealand mountain ranges, allowing ski enthusiasts to create personalised videos. The campaign's online hub newzealand.com will also include expert ski writer Rachael Oakes-Ash providing advice, tips and knowledge on ski holidays in the region.
To entice visitors, Air New Zealand has launched a winter sale from 23 March to 27 March.
In addition, Tourism New Zealand has partnered with Instagram for the campaign, for the first time, using paid imagery and video content.
Instagram Australia and New Zealand brand development lead Sophie Blachford said: "Instagram is an inspiration seeking experience and a great engagement platform for brands. It is the perfect channel to highlight Tourism New Zealand's stunning winter shots, especially with the younger ski audiences that the new campaign is seeking to reach."
The campaign runs through to July with TV advertising along the eastern seaboard, OOH, onine and integrated social activity.
