In March 2020, Destination Queenstown will launch a new brand proposition for Queenstown.
Queenstown will inspire you to go further than before and introduce you to the person you’ve always wanted to be.
The proposition is designed to position Queenstown as a unique destination on a world stage, driving preference within potential travellers and inspiring local community pride. Home of Adventure was developed over the last 18 months taking into account travel trends, consumer insights and an understanding of Queenstown’s world class adventure credentials. The brand evolution celebrates Queenstown’s adventurous identity and its role as the stage for transformative experiences throughout the seasons.
Adventure Festival: 19 March
Before launching Home of Adventure, we would like to celebrate Queenstown’s adventurous culture and pioneering spirit with you and our community. DQ will be hosting the Queenstown Adventure Festival on the 19 March 2020 at Coronet Peak, a free event open to the whole community. On the days leading up to the event, we will be celebrating Adventure Week and inviting our local community to take part in new adventures and experience what we offer visitors.
We’re seeking your support to bring this celebration to life. This is a great opportunity to get exposure and promote your products within the local community.
DQ will be promoting the Queenstown Adventure Festival and Adventure Week through press releases and media placements on the Mountain Scene starting on the 13/02 until 19/03. We encourage you to prepare local offers to invite our community to experience your products and celebrate our adventurous spirit from 12 to 19 March. This may be a special menu, discounted activities, etc. Deals should be loaded on the DQ website via the extranet, and make sure you use the Adventure Week tag when creating the offer. These special offers will appear on the Adventure Festival landing page. We encourage members to take on advertising placements to promote this in March.
MoreFM breakfast show hosts Joel and Lauren will be giving away prizes to their listeners during Adventure Week, 12 to 19 March. They will mention these products and providers so it’s a great opportunity for local exposure. Please let us know if you’re keen to be involved and provide experiences to make up these prizes.
PR and Trade Itinerary support
DQ will be hosting media, influencers and trade on the days leading up to the event from 17 to 20 March. Please confirm if you’d like to support us on this activity and we’ll factor this in when building the itineraries.
If you operate on and around Coronet Peak or have ideas on how we can ‘bring adventure to life’ during the event, we’d love to hear from you.
Giveaways and discounts that event attendees can draw from the Queenstown Adventure Festival prize wall, this can be a variety of different discount levels and is another opportunity to feature your product to our local community attending the event
We encourage members to start using the #homeofadventure hashtag in their social media posts.