‘There’s Nothing Like Australia In New Television Series

Kiwi Personalities Reveal Why ‘There’s Nothing Like Australia In New Television Series.

Tourism Australia has teamed up with leading New Zealand production company, Imagination Television (makers of Masterchef New Zealand and Animal Rescue) to create a 10 episode television series ‘My Kind of Place’ which will air on TV1.

This exciting new travel series will kick off on Saturday 16 July at 7.30pm on ONE, with a high adrenalin episode featuring former All Black stars Josh Kronfeld and Frank Bunce as they ‘tackle Illawarra’ on the ultimate ‘mancation’ to the south coast of New South Wales. This will be followed with iconic broadcaster Judy Bailey’s extraordinary experience in Tasmania.

The series features a diverse range of Australian holiday experiences through the eyes of well-known Kiwi celebrities, who will each showcase ‘their kind of place’. Each week a different celebrity host will journey beyond the traditional gateways and inspire New Zealanders to delve a little deeper into their number one holiday destination – Australia.

Tourism Australia Managing Director Andrew McEvoy said showing Kiwis amazing Aussie experiences through the eyes of their favourite celebrity hosts, which range from well known actors and actresses to sports stars and broadcast personalities, delivers on Tourism Australia’s successful advocacy strategy.

“With just over a million Kiwis visiting Australia each year and 92 per cent returning for more of their favourite holiday destination, ‘My Kind of Place’ goes a long way towards satisfying this appetite for Aussie experiences that are unique, authentic and accessible. Getting well known New Zealanders to share why there is nothing like an Australian holiday will encourage more Kiwis to explore regional Australia and stay a little longer,” Mr McEvoy said.

Hosts include respected broadcaster Judy Bailey, actresses Lisa Chappell and Robyn Malcolm, MasterChef New Zealand judge, Josh Emett, and self confessed city slicker, Mikey Havoc who ventures right outside of the city limits!

Imagination Television Executive Producer, Bettina Hollings describes the show as being an “amazing insight into Kiwis favourite holiday destination and a rare glimpse of well known personalities giving it their all and sharing their experience with a viewing audience in a very authentic way”.

Tourism Australia General Manager – New Zealand, Jenny Aitken describes the 10 episodes as an “extraordinary showcase of many of Australia’s finest regions and reveals a number of hidden treasures which will surprise, delight and inspire even the most seasoned of Kiwi travellers. If you thought you knew Australia, then watch this series and be very pleasantly surprised!”

Ms Aitken says the series has something for everyone from swimming with the whalesharks in WA to traversing the top end by train, and a whole lot in between!
“’My Kind of Place’ will engage with our best prospects in New Zealand - sophisticated leisure travellers between 25 and 64 years, who have an appetite for travel and a propensity to want to discover beyond Australia’s East Coast gateways. Each experience captures the essence of key Tourism Australia messages around nature, adventure, coastal journeys, food and wine, all of which resonate strongly with New Zealanders.”

The series will incorporate Tourism Australia’s global brand campaign message, There’s Nothing like Australia, encouraging viewers to visit Australia.com where they will find dedicated content about each region featured, and details of how to make a booking.

In creating the series, Tourism Australia has engaged industry participation by working with industry partners including regional Australian tourism organisations and Air New Zealand as a principal partner of the series who flew cast and crew to Australia. “Take a favourite holiday destination, add in some of our favourite celebrities and I’m sure Kiwis will find even more reason to take an Air New Zealand flight across the Tasman” says Bruce Parton, Air New Zealand Group General Manger Australasia.

New Zealand is Australia’s largest inbound market for visitor arrivals, and continues to grow during 2011. 1,161,800 Kiwis visited Australia during 2010 (up 5% on 2009), spending more than $2 billion. Tourism Australia believes that the market has the potential to grow to between $3.2 billion and $4.2 billion in total expenditure by 2020.
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