Tourism NZ gets childish

Tourism NZ gets childish

Tourism NZ has invited Aussie travellers to unleash their inner child in a world-first campaign that showcases the country through colouring-in.

The “Colour Your Journey” collaboration with Auckland-born artist, Gabby Malpas, adds some literal colour to the 100% Pure New Zealand campaign by giving travellers the opportunity to “colour their journey” before they embark on it.

“I feel privileged to recreate stunning New Zealand landscapes and really encourage people to bring these to life through their own creativity,” Malpas said.

“As people colour in the lines, I hope they will be inspired by the North and South Island’s beauty.”

Adult colouring-in is sketching its way into the leagues of popular pastimes, and is said to possess meditative qualities that help relieve stress and increase mindfulness.

Number four of Amazon’s currently listed top 20 best sellers is a colouring-in book for adults, suggesting that colouring outside the lines may not be so childish after all…

Tourism NZ’s general manager for Australia, Tony Saunders says it’s a holiday for the mind.

“It’s exciting to offer people a new way to experience New Zealand,” he said.

“New Zealand has such a rich story; we chose the four locations as they each present a different adventure and are all easily accessible from Australia. Whether it is sipping wine at a vineyard on Waiheke Island or jumping in a kayak to explore the wonders of Milford Sound, New Zealand has something for everyone.”

The four images, available for download at the Tourism NZ website, feature iconic destinations that are part of the colourful 100% Pure campaign; Waiheke Island, Cathedral Cove, Hobbiton and Milford Sound.

Cathedral Cove - one of the adult colouring-in drawings from the 'Colour Your Journey' initiative

Cathedral Cove – one of the adult colouring-in drawings from the “Colour Your Journey” collaboration

Cathedral Cove – the original image

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