New Zealand’s Southern Alps tell stories of ‘snow addiction’ in bid to lure Aussie skiers

New Zealand’s Southern Alps is targeting Australian skiers and snowboarders with a new, content-led campaign which sees snow fanatics tell their stories of addiction.

Created by One Green Bean, the campaign depicts ‘snow addict’ behaviour and features Kiwi skiers and snowboarders speaking to camera about the impact of the addiction on their lives.

Campaign spokesperson, Sarah O’Donnell, said: “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.”

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.

The campaign will be promoted via PR and social amplification.


  • Agency – One Green Bean
  • Associate creative D=director – Kat Topp
  • Head Of production – Alistair Ferrier
  • Director / script writer – Josh Whiteman
  • Production company – The 2 Bearded Men
  • Producer – Toby Crawford
  • DOP – Tim Pierce
  • Post production – The Gingerbreadman
  • Editor – Walter Ratcliffe

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