Tourism New Zealand campaign wins at SABRE Awards 2016

Tourism New Zealand’s integrated campaign ‘Everyday a different journey’ has been recognised and awarded by 2016 SABRE South Asia Awards. The campaign has been designed to create awareness for the destination and to develop a strong bond with the Indian travellers. The brand has been awarded the top honours in two distinctive categories – SABRE Gold for Travel + Leisure and Certificate of excellence for Superior Achievement in Brand Building.

As part of the campaign, Tourism New Zealand engaged with a Bollywood actor Sidharth Malhotra last year for the first time. Sidharth, a lead actor from successful films such as Kapoor and Sons, Student of the year and Ek Villain became the face of the brand for the Indian market. This endeavour was designed to attract independent professionals looking to experience a unique holiday in New Zealand.

Sidharth Malhotra, Ambassador of Tourism New Zealand for India visited the destination in October 2015 and experienced the diverse offerings of New Zealand including activities such as the Skywalk, skydive, sand surfing, diving, hot air ballooning and many more activities.

Speaking about the awards, Steven Dixon, ‎Regional Manager - South & South East Asia, Tourism New Zealand, says, “We are thrilled with the recognition our campaign has received. After the big wins at PR Week Asia, being appreciated at SABRE is another huge achievement for us. Our campaign was designed to demonstrate the wide range of experiences available in New Zealand, which are all in easy reach of one another. The campaign has been well received in India and Sidharth Malhotra has been the perfect fit for the role of Tourism New Zealand brand ambassador.”

SABRE Awards South Asia 2016 was hosted at the industry’s premier gala event in New Delhi, on July 21, 2016. SABRE Awards recognize campaigns that demonstrate the highest levels of strategic planning, creativity and business results. SABRE Awards attract more entries from around the world than any other PR awards program, winning campaigns can honestly claim to have been measured against—and triumphed in competition with—the best public relations campaigns in the world.