Magic and Absolute Radio to broadcast live from New Zealand

Tourism New Zealand will showcase country on stations.

Tourism New Zealand: first radio partnership
Tourism New Zealand: first radio partnership

Bauer Media has partnered Tourism New Zealand in a commercial deal that will involve live Magic and Absolute Radio broadcasts from the country. 

The radio stations will create a week of bespoke programming from across New Zealand that will showcase its culture and local communities.

The partnership will highlight four regions and activity will include Absolute’s Sarah Champion and Magic’s Tom Price meeting locals and undertaking challenges to embrace their "inner Kiwi".

Champion and Price will broadcast live from New Zealand this weekend.

Other activity will include on-air breakfast show promotions, as well as online and social video content, which will run until 20 October.

The deal represents the first time Tourism New Zealand has invested in a radio partnership.

Simon Kilby, chief revenue officer at Bauer Media, said: "Our outside broadcasts continue to push boundaries and this creative campaign with Tourism New Zealand is a shining example.

"In bringing two of our much-loved radio networks to New Zealand, we have been able to unlock the potential of this wondrous country to our travel-loving audiences through world-class programming and creative flair." 

The two stations’ listeners go on at least three holidays a year, according to data from TGI Clickstream.

All of the campaign’s activity will be supported by an online creative hub and a competition offering listeners the chance to win a trip to New Zealand.  

Pip Casey, regional manager for the UK at Tourism New Zealand, said: "New Zealand is well-known for our stunning landscapes. However, it’s really our people that make our country special.

"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."

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