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100% Pure New Zealand Creativity
100% Pure New Zealand Creativity
Tourism New
Zealand is looking forward to three more years of that WOW
factor, after renewing its partnership deal with the Montana
World of WearableArt Awards.
The deal runs to December 2009 and cements a long-standing relationship which started in 2000.
The unique event blends art, fashion and creative choreography into a staged spectacular that never fails to inspire.
“WOW is an internationally admired event and a fantastic way to promote New Zealand as a creative, innovative and leading edge destination,” Tourism New Zealand chief executive George Hickton said.
“It reflects a contemporary society, and is an insight into the colour and personality of New Zealand. It is an ideal way of lifting perceptions of New Zealand into the 21st century.”
In the past, Tourism New Zealand has been able to use its association with WOW to boost New Zealand’s profile overseas and break through some of the traditional and outdated perceptions held about New Zealand.
Media coverage of the show reached millions people overseas.
Mr Hickton said the eye-catching nature of WOW, the designs and the drama of the show, extended its reach well-beyond most events in key markets for New Zealand’s tourism industry.
Tourism New Zealand’s sponsorship enables TNZ to take part of the show offshore to showcase the country’s creativity and flair. So far Tourism New Zealand has taken WOW to be part of events in cities as diverse as Sydney and Singapore.
Background on The Montana World of WearableArt Awards Show:
The Montana World of WearableArt™ Awards is one of New Zealand’s creative icons. The unique event blends art, fashion and creative choreography into a staged spectacular that never fails to inspire.
From its inception in 1987 to 2004 it was staged in Nelson. In 2005 the event moved from Nelson to Wellington for the first time. Wellington has long positioned itself as New Zealand’s cultural capital as well as its political one, making it the perfect place for WOW to grow and develop.
While WOW is bigger than ever in
Wellington, the event has not forgotten its roots in the
nurturing, artistic environment of Nelson. The WOW offices
are still located there, along with the World of
WearableArt™ and Collectible Cars museum.
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