Hawke’s Bay carves new path with Ski Season campaign

31 May 2017
Hawke’s Bay carves new path with ‘Hawke’s Bay Ski Season’ campaign

In the latest instalment under their successful seasonal campaign strategy, Hawke’s Bay Tourism have released their cheeky new winter campaign, ‘Hawke’s Bay Ski Season’.

Designed to showcase why Hawke’s Bay is a great holiday option for winter, Hawke’s Bay Tourism has taken a light hearted approach to differentiate the campaign from the annual saturation of ski advertising during winter in New Zealand.

The year-round sunny climate in Hawke’s Bay enables people to get out and enjoy the outdoors in winter, without needing to deal with ice and snow. So ‘hitting the slopes’ during a Hawke’s Bay winter means an energising walk up the beautiful Te Mata Peak, and while vehicles still need chains, those chains are all on bicycles, as locals and visitors alike continue to enjoy over 200km of scenic cycle trails.

Hawke’s Bay food and wine is also showcased heavily in the campaign, with the region being famous for its bold red wines and a wide range of high quality restaurants serving sumptuous meals made from fresh local produce.

The campaign runs from June to July and will be delivered through a comprehensive digital media plan, including social and display advertising, as well as out of home placements. Research conducted by Fiftyfive5 and Adshel, suggests out of home advertising can increase campaign effectiveness and increase product recall by over 20%, so Hawke’s Bay Tourism will be employing digital Adshels in Auckland and Wellington and billboards in prominent spots in Taupo and Hamilton to help drive the campaign message.

Annie Dundas, General Manager of Hawke’s Bay Tourism said she was delighted with how this campaign has come together. “Sloshing around in freezing snow is not everyone’s idea of a great holiday, so with thanks to the Hawke’s Bay Regional Council for their ongoing support, we’re excited to showcase to Kiwi’s that Hawke’s Bay offers a different, and we think better, holiday option during winter”.

View our ski video at https://www.youtube.com/watch?v=DBJOZnZBnJc or on our facebook page https://www.facebook.com/hawkesbaynz/

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