Lake Wanaka Tourism (LWT) has launched its latest ski campaign into Australia, with a series of videos that are a clever
mix of stunning footage, shot on both digital and film, complimented by emotive voiceovers.
The content focuses on 4 key audience groups and their ‘dream trip’, taking the customer on a journey through to
customised web landing pages where they can plan, book and share. LWT partnered with Air New Zealand to extend the reach
of the campaign through their channels and provide an incentive to travel with great deals on flights from the east
coast of Australia.
LWT adopted a fresh approach to marketing ski to Australians in 2017 by taking the creative process and production in
house, with the subsequent campaigns providing valuable insights into the Wanaka consumer and what content resonates
best, picking up Finalist nominations in a succession of Mumbrella awards. LWT is once again up against some of the best
agencies worldwide, shortlisted as finalist in the Mumbrella Travel Marketing Awards in the Breakthrough Destination of
the Year category.
James Helmore, General Manager of LWT, said this approach has been extremely effective in reaching the consumer in a way
that is relevant to them.
“The quality of content produced is outstanding and the results achieved on the back of this considerable given overall
arrivals from the Australian market are relatively static. Ski is a vital sector for the Wanaka region, and as a direct
result of our work in this space, we have seen strong year on year growth in website traffic and referrals to our ski
partners which has translated into growth in spend and visitor numbers. The Monthly Regional Tourism estimates show
spend from Australian visitors has increased from $37 to $44 million, up 19% from winter 2016 to winter 2018.”
To view LWT’s 2019 ‘Choose Your Wanaka winter’ campaign go to: https://www.lakewanaka.co.nz/things-to-do/skiing-and-snowboarding/choose-your-wanaka-winter/
To view hero video click here