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Tourism Dunedin signs Jules Lund as first celebrity ambassador

Tourism Dunedin has signed up its first celebrity ambassador, Nine Network Getaway presenter Jules Lund, to front a campaign promoting the lower South Island to Australians.  

Lund will feature in a series of webisodes, a travel diary and image galleries on a new website and on Ninemsn. Editorial will also feature in specialist women’s and photography magazines directing consumers onto the website which will go live on Monday.

The campaign, which includes PR and online activity, is a joint venture between Tourism Dunedin, Tourism New Zealand, Venture Southland and Destination Fiordland.

The tourism body said it is aiming to deliver its message to Australian audiences at a fraction of the cost other New Zealand regions are investing to market themsleves, such as Wellington’s $2m “There’s No Place Like Wellington” campaign.

Heather Mollins, Tourism Dunedin manager Australia said the campaign plays on Lund’s interest in photography.

“We sent Jules on a mission to Dunedin, Southland and Fiordland with a fellow photography enthusiasts; technology and travel blogger Neerav Bhatt and Canon competition winner Camilla Lundbak. The group were guided by a professional photographer to snap diverse scenery, unique wildlife and local characters,” Mollins said.

The campaign will also be pushed through Tourism Dunedin’s existing Twitter and Facebook pages.

“Social media is a key component of the campaign. In the six months prior to this campaign there were 22 online influencers blogging about Dunedin. Many of these were in relation to sport and rugby. Our aim is to increase the number of blogs and online conversations about Dunedin and surrounding regions as a holiday destination,” Mollins said.

Meanwhile, Tourism New Zealand recently teamed up with MTV to launch an on-air and online initiative aimed at 16-24 year old Australians.

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