WHEN: 12 – 19 March
Destination Queenstown has been reviewing what “Adventure” means to our visitors of Queenstown.
The review forms part of a brand refresh project designed to reset Queenstown’s promotion on the world stage.
Part of the re-brand project involved a re-look at Destination Queenstown’s current tagline: “Feel the Inspiration”.
The new strapline set to roll out: “The Home of Adventure”, aims to celebrate Queenstown’s uniqueness and diversity of experiences, while also breaking down some of the long-standing association of “adventure” with “adrenaline”.
DQ’s brand and marketing boss, Diana Mendes, says the resort’s adventure focus has diversified in terms of what our visitors are seeking out for recreation and fun.
“Adventure is actually exploration, going beyond and discovering, and that means different things to different people. If you’re a rock climber, adventure might be climbing without ropes, but if you’re afraid of heights, adventure might just be taking a hike or going on a gondola or a chairlift or cruising on the lake.”
DQ believes the campaign is also a chance for locals to rekindle their pride in the resort.
“We all sometimes lose sight of how incredible this place is.”
Mendes says it’s also a chance to celebrate our pioneering role in adventure tourism with world firsts, for example, like commercial bungy jumping, jetboating and riversurfing.
As part of the brand launch Destination Queenstown is driving a locally campaigned “Adventure Week” from 12 March – 19 March. This campaign will include community deals, offers and radio giveaways to celebrate everything on offer to experience here in Queenstown.
Their new brand promotional brand video will be showcased via a free public event up at Coronet Peak on Thursday 19 March.
DQ’s Adventure Week is on in Queenstown 12-19 March.
For more details on the free event at Coronet Peak 19 March contact Destination Queenstown via queenstownnz.co.nz