Some of our top young musicians are helping promote New Zealand, in a new-look tourism campaign that launched Saturday (13 March) in Australia.
Working in partnership with MTV Australia, Tourism New Zealand is showing young Australians New Zealand through the eyes of Kiwi artists Scribe, the Mint Chicks and Liam Finn.
MTV’s ‘Guide to New Zealand’ follows the Kiwi musicians as they visit some of their favourite restaurants, music venues and surf spots.
Tourism New Zealand Chief Executive Kevin Bowler says the campaign is aimed at 16 to 24-year old Australians who make up a key segment of first time visitors from this market.
“Australia is New Zealand’s largest tourism market and we’ve seen strong growth in visitor numbers over the past year. We know Australians like to come back once they’ve visited, so we’re looking at ways to increase the number of first-time visitors and younger travellers offer an opportunity in this space.
“By working with Kiwi musicians who are well known in Australia, we’ve been able to create a campaign that highlights the diversity of experiences on offer in New Zealand in a way that will appeal to younger travellers,” Mr Bowler said.
The first element of the documentary-style campaign, launched Saturday, features well-known rapper Scribe.
He takes viewers to his favourite dumpling restaurant in Christchurch and to Brighton beach, before heading up the coast to go diving for paua off Kaikoura.
The second element, which launches on 19 March, features Liam Finn who shows viewers around his father Neil Finn’s Auckland recording studio and visits Piha and Kerikeri; the Mint Chicks’ road trip around the South Island launches on MTV on 27 March.
The whole campaign will run for three months, showing twice-daily between programmes on MTV. Kevin Bowler says the different personalities, passions and viewpoints of the three young musicians mean the campaign has a very personal feel.
“The initiative gives an insight into the lives of these up-and-coming Kiwi artists. They tell a personal story about New Zealand and uncover the kinds of places and experiences you don’t read about in the guidebooks.”
Scribe’s ‘Guide to New Zealand’ will air on Saturday 13 March on MTV Australia and can be viewed online at www.mtv.com.au.