Tourism New Zealand invites Australians to experience a real Kiwi winter holiday in new ‘This is How We Winter’ campaign via TBWA\Sydney

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Tourism New Zealand’s latest campaign via TBWA\Sydney is inviting Australians to experience a real Kiwi winter holiday.


‘This is how we winter’ features real locals inviting Australians to experience ‘this’ (pronounced ‘thus’) – a selection of the most unique winter activities the country has to offer: from relaxing in a hot tub in between runs atop Mount Hutt, to sledding with a team of huskies in Wanaka, and sampling the culinary delights of Queenstown. New Zealand boasts a range of different experiences for those who ski – and those who don’t.

Says Andrew Waddel, general manager, Tourism New Zealand – Australia: “A New Zealand winter holiday is totally different to anywhere else in the world – equal parts incredible ski fields, unforgettable off- piste experiences and friendly locals.

“We worked with TBWA to bring This is how we winter to life and catapult New Zealand’s world-class winter offering onto the world stage. All as part of our ongoing 100% Pure New Zealand – 100% Pure Welcome campaign.”

Says Kat Alvarez-Jarratt, creative director at TBWA\Sydney: “We leaned into the unstated, frank and humble approach New Zealanders are famed for, to describe the incredible county they come from.”

The campaign, which runs across social and digital media, supports New Zealand’s four key ski regions – Ruapehu, Mt Hutt, Queenstown and Wanaka – with bespoke content, and will be followed by trade offers with Flight Centre and Virgin Australia throughout March.

Client: Tourism New Zealand
Creative: TBWA\Sydney
Media: Mindshare
PR: Eleven PR