Tongue-in-cheek campaign urges Aussie snow addicts to get their fix

A lively digital campaign starring NZ ski legends Janina Kuzma and Byron Wells launched in Australia today, urging Australian snow addicts to get their fix in the Southern Lakes of NZ this winter.

A collaborative marketing initiative by the NZ Ski Tourism Marketing Network (Ski TMN) partners, the “Snow Addicts” campaign uses fun, original video content to target intermediate and advanced Aussie skiers and snowboarders. It showcases the Southern Lakes as a world class ski destination and encourages them to jump on the short three-hour flight to ski and ride in Queenstown and Wanaka.

“The campaign is all about how us snow addicts need our fix,” says international big mountain freeskier Janina, “playing on things that we do, from obsessing over the start of the season to wearing our goggle tans with pride.”

Research released by Ski TMN shows that more than two-thirds of Australian snow-goers identify with snow addict behaviours and show symptoms of snow addiction, with some unashamedly spending hours watching ‘snow porn’ on YouTube (17%) and others dry skiing on anything to get a downhill adrenaline hit away from the snow (13%).

While snow addicts know that their addiction to the rush is real, the campaign is backed by science. Griffith University’s Professor Ralf Buckley, an expert in the study of adrenaline activities, has identified socio-psychological factors of addiction to snow sports and says that millennials in particular thrive on natural adrenaline rushes.

“These rush-giving activities such as extreme sports, skiing and snowboarding are increasingly popular and actually addictive. The stress relief associated with these addictions proves beneficial for wellbeing, so it’s a good addiction,” says Professor Buckley.

Ski TMN spokesperson Sarah O’Donnell says the campaign resonates with ski addicts as it plays on these traits shared by advanced skiers and snowboarders around the world. “We are delighted to be working with these international snow sports stars to help us showcase why this region is truly a world class ski destination. While its aim is to capture the attention of snow addicted Aussies and encourage them to visit our region, we hope it’s entertaining for everyone.”

Backed by Queenstown Airport, Destination Queenstown and Lake Wanaka Tourism, as well as the four ski areas of The Remarkables, Coronet Peak, Cardrona and Treble Cone, Snow Addicts highlights the advantage of having two vibrant alpine towns as bases to the world-class skiing of the Southern Alps, as well as easy access by direct flights to Queenstown from East Coast Australia.

Check out the snow addicts video at www.skiandride.nz/snowaddicts.