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Development West Coast has launched a cheeky new campaign to attract off-peak visitors by positioning winter on the Coast as something to embrace — not escape.
Titled “We Like It Wild, Hot and Steamy,” the campaign flips the usual winter narrative, encouraging travellers from New Zealand and Australia to experience the season’s best.
“We wanted to do something a bit different with this campaign,” says DWC’s trade and marketing executive Maia Peart-Anderson. “It’s playful, attention-grabbing, but also really true to the West Coast.
“Instead of escaping winter, we’re encouraging people to embrace everything that makes winter on the Coast a great time to visit. Crisp clear days, intense sunsets, cosy accommodation, mineral hot pools and saunas, and superb night skies.”
The campaign, running through to August 31, features short videos showcasing wild windswept walks, hot crackling fires, and steamy natural hot springs. All content directs viewers to a new winter-themed section of the regional tourism website: westcoast.co.nz
A social media competition will also part of the mix, inviting visitors to share their own “We Like It” West Coast moments using the hashtags #WeLikeItWestCoast and #WestCoastNZ.
Entries will go in the draw to win a two-night West Coast escape.
The campaign’s goal is to boost winter travel and drive traffic to local operators.
