Auckland Tourism, Events and Economic Development (ATEED) has released a new campaign encouraging domestic tourists to experience and discover the region’s culinary offering during winter.
Sir John Kirwan fronts the ‘Made for Winter’ campaign by Colenso BBDO. He features in six videos shot throughout the Auckland region which show him meeting some of the people making their mark on the culinary scene.
In one video, Kirwan visits executive chef Ben Bayley at his latest venture, The Grounds in Henderson. He talks with Bayley about the current Auckland scene and meets Russian chef Mike who makes him a squid dish available at the restaurant.
The campaign also promotes events and aspects of the city on offer during the winter period, such as Auckland Restaurant Month, Matariki Festival – Te Korakora on Federal, as well as arts and culture activities, entertainment and nightlife.
Kirwan also fronted an ATEED campaign in May last year that highlighted for British and Irish Lions fans what the region has to offer.
The six videos will play across TVNZ OnDemand, YouTube and social media, targeting domestic visitors from Wellington, Christchurch, Waikato, Bay of Plenty and Northland.
The campaign also includes a mix of online banner advertising, a content partnership with Fairfax, and a microsite with all the videos, along with more ideas of what there is to do around the Auckland region.
ATEED head of tourism Steffan Panoho says the campaign highlights how rich and diverse Auckland’s food and beverage offering is.
“With Matariki and Restaurant Month just around the corner we want to show domestic visitors that Auckland is a great place for a winter getaway.. Sir John Kirwan has done a fantastic job bringing to life the stories behind Auckland’s markets, craft beer and wine scene, world-class chefs, and the influence Māori and Pacific culture has on food here.”
Kirwan says it has been a privilege to explore Auckland as a food destination.
“Auckland’s diversity is a real advantage in the food industry here. We have world-class restaurants, artisan food producers, award-winning winemakers and craft brewers that are integrating the flavours and cooking techniques from the melting pot of cultures that live here. This creates a fusion of culinary experiences and makes Auckland a great place to visit in winter.”