Lake Wanaka targets Aussie travellers
A major campaign has been launch to encourage more Australians to tour New Zealand’s South Island during the summer months.
Working with Tourism New Zealand, Lake Wanaka Tourism is delivering the programme alongside Destination Queenstown, Tourism Dunedin, Christchurch & Canterbury Tourism and Christchurch International Airport.
James Helmore, Lake Wanaka Tourism general manager, said Lake Wanaka’s position in the heart of the Southern Lakes region meant it was surrounded by some of the country’s most scenic touring routes.
“Not only is the drive to get here from the other regions among the most iconic in New Zealand but there are also a number of excellent day drives that visitors can enjoy out of Lake Wanaka.
The country’s highest highway over the Crown Range links the Wanaka and Queenstown basins and the 150km loop also takes in the vineyards of Gibbston Valley and the orchards of Cromwell.
The campaign is aimed at three target markets; 18 to 29-year-olds, families, and the 55+ market.
It will be delivered across a variety of media channels including print, outdoor, online and PR over a three-month period.
There is a dedicated campaign page on newzealand.com with a map of the South Island highlighting potential routes.
Visitors will be able to find information on each individual route, with links to individual operator listings, existing articles and operator deals.
For further information, visit www.lakewanaka.co.nz.
Ian Jarrett
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