News Release
4 March 2007

Canterbury turns green and gold

Canterbury’s autumn colours will be on display across Australia as a new tourism campaign entices our Australian friends to holiday across the Tasman.

The new ‘What’s On’ 100% Pure New Zealand television advertisements play on our flora’s autumn colours, telling Australians that we have painted New Zealand green and gold ‘especially for you’.

For the first time there is an advertisement featuring Canterbury and the “best of the South Island’’. Fronted by Petra Bagust and Robbie Magasiva, the advertisement showcases the region’s natural palate of green and gold and the wide array of festival, events and activities happening here.

“We want to show our Australian cousins what we have to offer in our destination and make sure they feel welcome,’’ Christchurch and Canterbury Tourism Chief Executive, Ian Bougen says.

“Canterbury’s colours are normally red and black but we’ve decided that it’s time for us to turn green and gold – at least for a few months,” Mr Bougen says.

“We’re lucky that we have four very distinct seasons here as it means the landscape is constantly changing. There is always something new for our visitors to see and do.’’

Petra Bagust’s family lived in Christchurch for a decade and she completed her fine arts degree at Canterbury University. “It’s great to have Canterbury featured for autumn. I fully appreciate the splendour of the seasons here and all the great activities.”

The What’s On advertisement, which will go to air in mid-March, represents a significant step towards the strategic marketing of Christchurch and Canterbury in conjunction with other top South Island tourism spots.

It is also part of a concerted drive to relieve pressure on the peak tourism periods by attracting visitors here in the traditionally quieter months of spring and autumn.
“Christchurch & Canterbury Tourism (CCT), Christchurch International Airport Limited (CIAL), Dunedin and Queenstown have been working together for a number of years promoting our autumn to Australians and the Tourism New Zealand campaign now provides us with a stronger voice to showcase the regions tantalising seasonal highlights,” Mr Bougen says.
The ‘What’s On’ campaign has worked really well for us so far with 900,000 Australians visiting New Zealand in 2006,” says George Hickton, Tourism New Zealand Chief Executive.

“We know that many Australians have an outdated view of what New Zealand has to offer. They are not aware of the differences in the seasons, our festivals and events – that’s what we are aiming to do - give them more reasons to come, at more times of the year.”

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