Tourism New Zealand shows Australians ‘This is How We Winter’ in snow-filled campaign

Tourism New Zealand has launched its winter marketing push, inviting Australians to experience a real New Zealand snow season.

The campaign, via TBWA Sydney, focuses on the key ski regions of the country; Mount Hutt, Mount Ruapehu, Wanaka and Queenstown, with the intention of highlighting activities besides skiing available in those areas.


The campaign is running across social and digital media and bespoke content will support the four key ski regions. Four 15-second spots have been created, each focusing on one particular ski region.

Trade offers will be available from Flight Centre and Virgin Australia.

The campaign forms part of Tourism New Zealand’s ‘100% Pure New Zealand – 100% Pure Welcome campaign’.

Andrew Waddel, general manager of Tourism New Zealand Australia said: “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.”

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


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


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