Australian model and television personality Megan Gale has been revealed as Tourism New Zealand’s new Australian ambassador as it launched a new cycling campaign in the local market.
Speaking to media in Sydney, TNZ chief executive Kevin Bowler said he expected the drive to lift the popularity of cycling for Australians in the destination to the same levels of that of ski.
The new campaign features video content of Gale cycling the 2,700 km New Zealand Cycle Trail which spans both the North and South Islands. It will be shared via TNZ’s social media channels and supported by a range of media activity.
“New Zealand is in my blood – my mother is part Maori so the connection to New Zealand has always been strong and the opportunity to promote New Zealand and its Great Rides is incredibly exciting,” Gale said.
“Cycling is part of my exercise routine so combining it with travel is the perfect balance. The best part is you can explore the country from an entirely different angle – it’s like riding through a postcard.”
TNZ general manager Australia Tony Saunders was confident the new campaign would resonate in the Australian market thanks to the growing popularity of cycling and the Aussie passion for being active, even on holiday.
“Currently just under 9% of Australians cycle as part of their holiday across the Tasman,” he said.
“We are seeing many Australians travel to New Zealand specifically to enjoy our diverse trails and expect to see this number rise following today’s announcement.”
Check out one of the new videos here:
