Big Aust. promotion for N.Z. ski-fields

Press, 14 March 1984, Page 33

Big Aust. promotion for N.Z. ski-fields

New Zealand ski-ing will be marketed extensively in Australia during the next two months. The main ski companies in New Zealand and the New Zealand Tourist Office will be promoting ski holidays in New Zealand at the three annual ski shows in Brisbane later this month, Melbourne in April, and Sydney in May. “The Australian ski shows are an excellent opportunity to identify New Zealand as a major ski destination of high quality and competitive price,” said the executive officer of the Tourist and Publicity Department, Australia, Mr Owen Eagles. The shows will be open to the public for two days in Brisbane and Melbourne, and three days in Sydney, and a special preview will be held for the travel trade. “Those present at the preview are front-line sales staff — people dealing directly with the public,” Mr Eagles said, “their sup-

port is invaluable in promoting New Zealand as a ski destination.” This is the fifth year New Zealand has been represented at the Australian ski shows. “The steady increase noticed in attendance and participation each year is a good indication of the growing popularity of activitybased holidays such as skiing,” said Mr Eagles. The “Telegraph” newspaper is sponsoring the Brisbane ski show, “The Telegraph Go Sno 84,” which has given the show wider publicity. It is hoped that the result will be even larger attendances than in previous years, he said. Preshow publicity is an important part of the New Zealand promotion. In the weeks leading up to the shows, the New Zealand Tourist Office is promoting ski-ing in New Zealand on television, radio, and in newspapers and magazines, to stimulate interest in its booths.

Television advertising in February was timed to coincide with the Winter Olympic telecasts on the Sydney-based Channel Seven network which is seen in all Australia’s main cities. The New Zealand Tourist Office is acting as co-ordi-nator»and administrator for the New Zealand ski companies represented at the three shows. Display panels for the booths, which promote the four New Zealand ski regions — Ruapehu, Canterbury, Mount Cook, and Southern Lakes — were designed and built by the National Publicity Studios Division of Tourist and Publicity in Wellington. The New Zealand Tourist Office stand is responsible for “general destination” material. In addition to display panels and brochures there will be a constant video showing of a selection of films featuring both general and regional ski-ing in New Zealand.