Australian ski marketing campaigns delivering for Ruapehu

The success of the 2017 Ruapehu Australian winter marketing campaign “Stay Taupo - Visit Ruapehu” has encouraged Tourism NZ (TNZ) to lead a $750,000 winter touring campaign along with partners Ruapehu Alpine Lifts [RAL], Ruapehu & Taupo District Councils, Auckland International Airport and Rotorua.

Mt Ruapehu will also be included in the Tourism NZ specific Ski NZ campaign in Australia, something that has not happened recently with TNZ’s focus on South Island ski areas.

Visit Ruapehu Trade and Marketing Manager Jo Kennedy said that Central North Island tourism operator activity together with RAL’s significant investment in on-mountain facilities, has greatly lifted the profile of the area as a winter holiday destination in Australia.

“Leading Australian ski travel wholesalers are now keen to work with RAL and other Ruapehu operators.

This has seen Ruapehu tourism products, and space in travel brochures, more than double over the last year.

Ms Kennedy said that this was a really exciting outcome and demonstrated the importance of taking a long term and collaborative investment approach to promoting Ruapehu tourism.

The success of the first year of the campaign was echoed by Ruapehu Alpine Lifts (RAL) GM Sales and Marketing Michelle Caldwell who said that Ruapehu was punching well above its weight with this campaign.

“There has traditionally been very low visibility and awareness of our North Island ski areas in Australia,” she said.

“However, through the joint efforts of the regional partners we have managed to get Ruapehu recognised as a new ski destination for Aussies to experience.

This is the first time that North Island skiing has featured to this extent in the Australian market.”

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