LONDON, Today: Bauer Media UK has partnered with Tourism New Zealand in an ambitious week-long campaign to be broadcast over two Bauer UK radio networks – Magic Radio and Absolute Radio.
The partnership will see Magic (adult contemporary format) and rock station Absolute create bespoke programming – including live broadcasts from across New Zealand – which aim to connect audiences to the “essence of Kiwi culture and warmth of the local communities” through on-air breakfast show promotion, online and social video content.
Bauer UK and Bauer NZ are part of the same global company – yet nowhere in the UK-sourced release is the NZ end of the business mentioned. M+AD’s call to the NZ company in Auckland had them stumped. Clearly, the two are not on the same page in this promotion.
Bauer UK’s Simon Kilby said: “The creative campaign will connect with Magic Radio and Absolute Radio’s adventure-loving audiences who go on at least three holidays a year and who are planning to book a holiday in the next 12 months.
“This is the first time that Tourism New Zealand has invested in a radio partnership campaign.
“Bauer UK and NZ are the same entity – yet M+AD’s call to Bauer Auckland had them stumped. Clearly, they are not on the same page in this promotion.”
“This creative campaign with Tourism New Zealand brings two of our much-loved radio networks to New Zealand, enabling us to unlock the potential of this wondrous country to our travel-loving audiences through world-class programming and creative flair.”
Tourism NZ’s UK manager Pip Casey said: “New Zealand is well known for our stunning landscapes, however it’s really our people that make our country special.
‘We are excited to showcase the incredible locals and the authentic welcome visitors feel when they arrive in New Zealand.
“Our partnership with Bauer enables us to bring Kiwi voices and uniquely New Zealand experiences into British homes and offices at scale, giving them a taste of New Zealand’s welcome – or manaakitanga – before they even book their holiday.”
Highlighting four regions across New Zealand and a variety of immersive Kiwi experiences, the campaign started yesterday (23 September) and runs to 20 October.
All activity will be supported by an online creative hub, social content and an Air NZ/Flight Centre competition with a trip to NZ awaiting the winner.
About Bauer Media Group UK
BMG is one of the world’s most successful media companies. We create magazines, digital formats, and radio on four continents. With more than 700 magazines, 400 digital products, and 100+ radio stations, we inform and entertain millions of people every day.
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