In 12 months' time, New Zealand will be in the grip of Rugby World Cup fever, and Destination Queenstown is encouraging everyone to spread a viral campaign, aiming to get friends and family to visit the resort.
Tourism New Zealand yesterday launched its One Year Out - Shout it Out campaign, and Destination Queenstown marketing general manager Graham Budd wants people to get behind the campaign and use it as an opportunity to promote Queenstown and the Southern Lakes region to the world.
"We want all RWC visitors to come to Queenstown or, better yet, base themselves here and fly/drive to games around New Zealand," Mr Budd said.
On Sunday, DQ launched its spring and summer campaign in New Zealand and Australia, featuring a "funky" 30-second television commercial.
"With this in mind, the One Year Out - Shout it Out milestone is a fantastic cost-effective PR opportunity for us to show a huge international audience why they should come to Queenstown."
Mr Budd encouraged everyone to get behind the campaign by posting a clear message through social networking sites, websites, email newsletters, print and radio tomorrow.
"One year to go until RWC 2011 - come to New Zealand, come to Queenstown" and link to the Queenstown commercial on youtube - http://www.youtube.com/user/purequeenstown.
Details of related festival events were still to be confirmed, but a funding application had been lodged with the Lotteries Commission and events would be announced as they were confirmed, Mr Budd said.
Already confirmed was a Classic All Blacks v Classic France fixture, to be played at the Queenstown Recreation Ground on September 18 next year.
As part of the One Year Out campaign, TNZ had installed New Zealand's giant rugby ball near the Sydney Opera House in time for the beginning of the 12-month countdown.
Tomorrow, TNZ would host a "giant rugby ball function" hosting media and trade, which DQ chief executive Tony Everitt would also attend.
DQ's conference and incentive trade managers Kylie Brittain and Ben Chapman were also in Sydney for the C&I Trade Australian Roadshow this week, promoting Queenstown as a place to visit and do business.
