Destination Queenstown has launched its latest domestic campaign, unveiling the region's Home of Adventure brand to give New Zealanders plenty of reasons to visit.
The 10-week campaign, one of the largest for Queenstown in the domestic market, will roll out across primetime television, online, social media, outdoor billboards and through the travel trade from today, featuring the "Home of Adventure" video.
The premise of Home of Adventure is that Queenstown inspires visitors to go further than before, pushing their frontiers and enjoying the self-discovery and transformative effect travel can have.
The new brand proposition was developed over the past 18 months taking into account travel trends, consumer insights and an understanding of Queenstown's unique DNA.
Destination Queenstown interim chief executive Ann Lockhart said DQ was delighted to launch both the Home of Adventure brand and the domestic campaign.