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World video travel guide
Kiwi personalities reveal why There’s Nothing Like Australia
The new travel show features a diverse range of Australian holiday experiences through the eyes of well-known Kiwi celebrities, who will each showcase ‘their kind of place’.
Presenters include respected broadcaster Judy Bailey, actresses Lisa Chappell and Robyn Malcolm, MasterChef New Zealand judge Josh Emett and former All Black stars Josh Kronfeld and Frank Bunce.
Key quotes
"With just over a million Kiwis visiting Australia each year and 92 per cent returning for more of their favourite holiday destination, ‘My Kind of Place’ goes a long way towards satisfying this appetite for Aussie experiences that are unique, authentic and accessible. Getting well known New Zealanders to share why there is nothing like an Australian holiday will encourage more Kiwis to explore regional Australia and stay a little longer." Andrew McEvoy, Managing Director, Tourism Australia.
"’My Kind of Place’ will engage with our best prospects in New Zealand - sophisticated leisure travellers between 25 and 64 years, with no dependents and a propensity to travel beyond Australia’s East Coast gateways. Each experience captures the essence of key Tourism Australia messages around nature, adventure, coastal journeys, food and wine, all of which resonate strongly with the New Zealand audience." Andrew McEvoy, Managing Director, Tourism Australia.
Full story
Tourism Australia has teamed up with leading New Zealand production company, Imagination Television (makers of Masterchef New Zealand and Animal Rescue) to create a 10 episode television series to air on State-owned broadcaster, Television New Zealand’s TV1. The show, My Kind of Place - Australia goes to air on Saturday 16 July 2011 in the 7.30pm primetime slot.
The new travel show features a diverse range of Australian holiday experiences through the eyes of well-known Kiwi celebrities, who will each showcase ‘their kind of place’. Each week a different celebrity host will journey beyond the traditional gateways and inspire New Zealanders to delve a little deeper into their number one holiday destination – Australia.
Tourism Australia Managing Director Andrew McEvoy said showing Kiwis amazing Aussie experiences through the eyes of their favourite celebrity hosts, which range from well known actors and actresses to sports stars and broadcast personalities, delivers on Tourism Australia’s successful advocacy strategy.
“With just over a million Kiwis visiting Australia each year and 92 per cent returning for more of their favourite holiday destination, My Kind of Place goes a long way towards satisfying this appetite for Aussie experiences that are unique, authentic and accessible. Getting well known New Zealanders to share why there is nothing like an Australian holiday will encourage more Kiwis to explore regional Australia and stay a little longer,” Mr McEvoy said.
Presenters include respected broadcaster Judy Bailey, actresses Lisa Chappell (The Cult, McLeod’s Daughters) and Robyn Malcolm (Outrageous Fortune, Shortland Street), MasterChef New Zealand judge, Josh Emett and former All Black stars, Josh Kronfeld and Frank Bunce, who kick off the series with the ultimate ‘mancation’ in Illawarra, on the south west coast of NSW.
As part of the series, the presenters recall their own holiday memories of regional Australia and share experiences, ranging from swimming with whale sharks in Western Australia and feeding crocodiles in Northern Territory to wine tasting in South Australia and rainforest walks in Tropical North Queensland.
The 10 episodes feature many of Australia’s regions, including: Melbourne, Phillip Island and the Great Ocean Road in Victoria, the Barossa and Murray River in South Australia; Illawarra in New South Wales; Darwin, Katherine and Alice Springs in Northern Territory; the Daintree and the Whitsundays in Queensland; Broome and Exmouth in West Australia; and Hobart and Port Arthur in Tasmania.
Each of the 30 minute episodes will be broadcast during prime time to an estimated audience of up to 800,00 viewers; 225,000 of whom are aged between 25 and 64 years, which is Tourism Australia’s target market in New Zealand.
“My Kind of Place will engage with our best prospects in New Zealand - sophisticated leisure travellers between 25 and 64 years, with no dependents and a propensity to travel beyond Australia’s East Coast gateways. Each experience captures the essence of key Tourism Australia messages around nature, adventure, coastal journeys, food and wine, all of which resonate strongly with the New Zealand audience,” Mr McEvoy said.
The series will incorporate Tourism Australia’s global brand campaign message, There’s Nothing like Australia, encouraging viewers to visit Australia.com where they will find dedicated content about each region featured, and details of how to make a booking.
In creating the series, Tourism Australia has engaged industry participation by working with State and Territory partners in Australia as well as New Zealand’s national airline, Air New Zealand. The shows will also be promoted using TVNZ’s website and Tourism Australia’s social media channels such as Facebook and YouTube. ‘My Kind of Place – Australia’ will air on TVNZ from 16 July 2011 until 17 September, the key booking time for New Zealanders to Australia.
New Zealand is Australia’s largest inbound market for visitor arrivals, and continues to grow during 2011. 1,161,800 Kiwis visited Australia during 2010 (up 5% on 2009), spending more than $2 billion. Tourism Australia believes that the market has the potential to grow to between $3.4 billion and $4.2 billion in total expenditure by 2020.
