Visit Ruapehu launched its first-ever TVC campaign last weekend. It's aiming to drive interest in the region’s two new cycle trails, which form part of the Government’s national cycleway network, Prime Minister John Key's baby from the 2009 Job Summit.
The Ruapehu region has two of the 19 trail rides making up the New Zealand Cycle Trail network, and Visit Ruapehu is the country’s first regional tourism organisation (RTO) to launch a television campaign. The 30 second ad was filmed and produced by a locals, on the smell of an oily rag, and encourages Kiwis to swap the noisy city ‘rat-race’ for a change of pace, and a more relaxing mode of transport, through bike trails such as the Bridge to Nowhere, Fishers Track, and Ohakune Old Coach Road.
Visit Ruapehu Trust general manager Mike Smith says the campaign shows the RTO’s commitment to raising awareness of the bike trails:
“We’ve created a campaign which demonstrates that the Ruapehu region is a destination that offers the perfect escape, with cycling being one of the best ways to enjoy it.”
“As well as profiling the longer trail options we want to communicate that there are shorter half-day trail alternatives such as the Ohakune Old Coach Road and Fisher’s Track. The next few months are perfect to discover mountain biking around the region, but the trails are actually ridable most of the year round, so we're suggesting people pack their bikes as well as their skis in winter. Then, if the weather doesn't play nice, you can still have a lovely weekend on the trails.”
Smith only came up with the idea over Christmas, so the entire campaign has been written, shot, and put together, in just a few weeks. Smith admits he called in every favour ever owed to get it made. But the team were stoked when Prime Minster John Key was able to make it to the world premier of the ad, in Wellingon.
Ruapehu’s Two Great Trail Rides include the Mountains to the Sea and the Timber Trail. All but one of the trails making up the 317km Mountains to Sea Trail are completed and are ready to ride, with the last trail (Kaiwhakauka) opening in April this year. The Timber Trail through the Pureora Forest Park from Pureroa and Ongarue will be partially open in spring later this year. So, on yer bike!
Client: Visit Ruapehu - Mike Smith & Sandy Waters
Prod Co: SnowTV & It's All About Collaboration
Prod/Dir: Martyn Davies & James Simpson
Edit: James Simpson
VFX: Caleb Carr & Felix Telfer
Music: Laura Currie
Sound: Underground Sound
Cast: Hayley Anderson
Cast: Kate Cockrell