New Ski-land

A Winter Theme Park the size of New Zealand

The Australian winter is so lacklustre that we’ve become a nation of Winter-Phobes.
It was high time Aussies discovered that winter can be downright wonderful, as thrilling as a theme park, and as close by as New Zealand.

In this digital campaign, Aussies discovered New Ski-Land through the eyes of the ultimate Winter-Phobe, Bondi Rescue Lifesaver, Anthony Harries, where each wintery activity was reframed as thrilling ride or attraction. From there, viewers were led to a virtual map of New Ski-Land - a device that let people plan their own winter getaways and became a shareable piece for user generated content on its own.

Created for Tourism New Zealand by TBWA Sydney