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The Sweet As gelato features smoked peanut butter gelato made using Fix and Fogg and passion fruit and gewürztraminer gel made with wine from Poppies Martinborough. Photo: James Morgan
New Zealand: Australians are set to get a taste of Wellington as part of a new tourism campaign to lure them to the capital, stuff.co.nz reported.
Tourism New Zealand Australian general manager Tony Saunders, left,with Messina founder Nick Palumbo, who has created a limited edition flavour inspired by Wellington and Wairarapa. Photo: James Morgan
Australian company Gelato Messina founder Nick Palumbo, creates his limited edition Sweet As flavour as part of a Wellington tourism campaign to tempt Australians to visit the capital. Photo: James Morgan
Positively Wellington Tourism, Destination Marlborough and Tourism New Zealand have joined forces to to tempt travellers from across the ditch to the capital of cool, With gelato.
The digital campaign targeting 25 to 49-year-olds in Melbourne and Sydney was designed to highlight Wellington’s creative and culinary experiences, along with its neighbouring wine regions.
The agencies are collaborating with three Australians in the culinary, music and design sectors, who have each developed a product inspired by a visit to the Wellington region.
Australian dessert brand, Gelato Messina, was first off the rank, developing a limited edition Sweet As flavour, which will be sold in its 11 Australian stores from today, for one week.
The Sweet As gelato features smoked peanut butter gelato made using Fix and Fogg and passion fruit and gewürztraminer gel made with wine from Poppies Martinborough.
Wellington Regional Economic Development Agency chief executive Chris Whelan said as Wellington’s largest source of international visitors, Australia was a priority market that held significant potential.
The number of Australians staying overnight in Wellington increased by 8 per cent to more 220,000 in the last year, while transaction volumes had increased by 20 per cent in the city and 22 per cent in Wairarapa.
“The growth trajectory is incredibly positive, but there is still significant further potential to grow the market.”
The campaign was a huge opportunity for Wellington to keep finding ways to grow awareness of its distinctive qualities as a short break destination, he said.
Tourism New Zealand research showed more than two million Australians were actively considering visiting New Zealand, but they did not have a plan for what exactly that trip might entail, he said.
Positively Wellington Tourism chief executive David Perks said: “Partnering with influencers in the culinary, music and design industries enables us to connect with audiences for whom Wellington is a perfect fit. The talent we’ve worked with have a cumulative social audience of almost half a million.”
Tourism New Zealand Australian general manager Tony Saunders said the three-part series would promote Wellington, Wairarapa and Marlborough in a new and engaging way, he said.
Source: www.stuff.co.nz
Read more at www.stuff.co.nz/business/73856749/Tempting-Australian-travellers-to-Wellington-the-capital-of-cool
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