Developed by One Green Bean, the innovative content-led campaign, ‘Snow Addicts’ will be promoted via PR and social amplification.
It encourages intermediate and advanced skiers and snowboarders to jump on a three-hour flight to take advantage of the largest ski area in Australasia, New Zealand.
Born from the concept of snow addiction, a condition that affects the hard-core skier and snowboarder, the campaign depicts humorous snow addict behaviour, from obsessing over the start of the snow season to wearing a goggle tan with pride.
‘Snow Addicts’, which can be viewed below, was filmed on location in New Zealand’s majestic Southern Alps and follows Kiwi home-grown talent Byron Wells, Janina Kuzma and a team of internationally renowned Kiwi snow sports stars. In the film the self-professed snow addicts showcase why their backyard is a world-class snow destination.
The campaign is a collaborative marketing initiative of Destination Queenstown, Lake Wanaka Tourism, Queenstown Airport and Queenstown and Wanaka’s four ski areas – Coronet Peak, The Remarkables, Cardrona and Treble Cone.
Campaign spokesperson Sarah O’Donnell says that it makes sense for the organisations to join forces to promote the huge range of world-class experiences in the Southern Lakes region.
“Australia is our largest international winter market and we’re home to the largest and most diverse ski terrain in Australasia, with four ski areas and two vibrant alpine towns within an hour and a half’s drive of Queenstown Airport. We’re keen to encourage skiers and boarders to learn more about our region through the Snow Addicts campaign and ultimately book a long weekend or an extended holiday to get their snow fix.”
“The campaign gave us the opportunity to use some of our international snow sports stars, to show first hand why this region is truly world class. While it’s been produced to capture the attention of snow addicted Aussies and encourage them to visit the region to get their next snow fix, we hope it’s entertaining for everyone.”