Destination Queenstown and Lake Wanaka Tourism aim to flatten the Crown Range in a new joint campaign to encourage travel between the two regions.
Flatten the Hill launched on July 23, leveraging the colloquial and affectionate phrase ‘over the hill’ that people in Queenstown and Wanaka use to describe each other’s home.
Destination Queenstown interim chief executive Ann Lockhart says the collaborative campaign is a first for the two regional tourism organisations in their shared district.
“Our organisations work together in the international trade and marketing space, but this is a truly local campaign born from the success of Queenstown and Wanaka’s support local messages, which were launched in response to COVID-19 lockdown measures.”
Lake Wanaka Tourism’s media and campaign manager Gizelle Regan says the campaign is designed to build local connections and inspire Queenstown Lakes District residents to explore the region and spend time on each side of the hill.
“We’ve seen that our communities are ready and able to support some of our businesses in the short-term, which right now is critical,” says Gizelle.
Seven pairs of ambassadors that embody our shared passions will showcase the hidden and not-so-hidden delights of each town, encouraging each other to explore and giving viewers an insight into secret stashes of snow, favourite vineyards, or favourite adventures to share with family and friends.
Ambassadors include ski stars Jossi Wells and Alice Robinson, chefs Anthony Gradiska of Gibbston Valley and Mario Rodriguez from Bistro Gentil, winemakers Nadine Cross of Peregrine and Jo Mills from Rippon just to name a few.
Queenstown Lakes District Mayor Jim Boult says it’s great to see this collaboration to support our businesses and community.
“I’ve long held the view that the townships of Wanaka and Queenstown form one district and that each compliments the other. I encourage people from all over to venture to the other side. From Makarora to Glenorchy and everything in between, now is a great time to tick something off the must-do list as our district moves along the path to recovery together,” he says.
Campaign creative has been conceptualised and produced by Blend Creative Co and will showcase article content on both Queenstown and Wanaka channels with a special invitation from each ambassador for locals to explore their home with tips and tricks for making the most of a visit.
It's also supported by bus-back advertising in both towns and full-page ads in Mountain Scene and the Wanaka Sun for the full seven-week campaign period.
For more information, head to: www.lakewanaka.co.nz/flatten-the-hill and: www.queenstownnz.co.nz/flatten-the-hill
