The Famously Rotorua tourism campaign has exceeded early expectations with an increase in domestic visitor stays.
The television promotion featuring John Paul College student Te Rina West launched last September. Spots have aired on primetime television and during All Black test matches screened on Sky Sport. A second phase of the campaign has been shot again starring Te Rina.
"It's been such an amazing opportunity being the face of Rotorua. It's almost surreal really," she said. "I've enjoyed everything about promoting Rotorua, from the early rises to the late finishes ... I feel privileged to show New Zealand all the beautiful and unique aspects Rotorua has to show."
Destination Rotorua Marketing general manager Oscar Nathan said the campaign had reinforced perceptions of Rotorua as a great place to visit as well as live, work and invest in.
"From earlier beginnings that included strategically placed billboards across the greater Auckland metropolitan area 18 months ago, momentum has grown with the integration of the newly responsive rotoruaNZ.com website, quarterly Famously Rotorua magazines and the popular Famously Rotorua television advertisements," he said.