11 February 2016
Tourism New Zealand has announced Aussie star Megan Gale as its first ever ambassador to promote cycling to the Australian market, at a press conference held in Sydney today.
The international model, designer and actress has signed on to promote tourism and The New Zealand Cycle Trail (NZCT).
A new social and digital campaign using images of Megan on the trails will deliver the message that The Great Rides are suitable for all ages, cycling tastes and levels.
“Megan’s influence and family connection to New Zealand will no doubt increase awareness and preference for New Zealand as a world-class cycling destination.”TNZ Director of Marketing Andrew Fraser
Tourism New Zealand Director of Marketing Andrew Fraser says it’s exciting to welcome Megan Gale as a new cycling ambassador as we make a big play to target Australian cyclists.
“We know from past experience of working with celebrities like Phil Keoghan and China’s Huang Lei, that their influence through popular culture, particularly social media, is enormous.
“Megan’s influence and family connection to New Zealand will no doubt increase awareness and preference for New Zealand as a world-class cycling destination.”
Megan Gale is one of Australia’s most highly regarded talents with a career spanning over two decades. Her experience spans multiple business endeavours, including a swim and homewares designer and her latest role in award-winning action blockbuster Mad Max: Fury Road.
In 2015 she cycled the Otago Central Rail Trail and The Timber Trail, accompanied by locals including cycling Olympic gold medallist Sarah Ulmer, cross-country cycling Commonwealth Games silver medalist Sam Gaze and celebrity chef and writer Annabel Langbein.
Andrew says the connection between cycling and other activities is a key part of Tourism New Zealand’s offering to Australian travellers.
“Visitors can experience New Zealand’s spectacular cycle trails as well as the very best of New Zealand’s food, wine, culture, history and stunning scenery all within such close reach of one another.
“We are seeing many Australians travel to New Zealand specifically to enjoy our diverse trails and expect to see this number rise following today’s announcement.
Megan says she is proud to be the Ambassador for Tourism New Zealand’s cycling campaign in Australia.
“New Zealand is in my blood - my mother is part Māori so my connection to New Zealand has always been strong and the opportunity to promote New Zealand as a destination and its Great Rides is incredibly exciting.
“I love cycling for both fitness and relaxation so combining it with travel is the perfect mix. The best part is you can explore the country from an entirely different angle – it’s like riding through a postcard,” said Megan.
“I love cycling for both fitness and relaxation so combining it with travel is the perfect mix. The best part is you can explore the country from an entirely different angle – it’s like riding through a postcard".Tourism New Zealand ambassador Megan Gale
Cycling has been identified by Tourism New Zealand as a key special interest activity to help drive higher value and seasonal visitors to New Zealand during autumn and spring.
“Holiday visitors that participate in cycling spend more and stay longer than average visitors – a core focus of our activity to drive value to the New Zealand tourism industry and wider economy,” says Andrew.
The New Zealand Government and local communities are committed to developing the Great Rides -investing $80 million last year alone into developing The NZCT for both experienced and leisure cyclists.