Cake develops digital campaign to showcase contemporary New Zealand

(PRLEAP.COM) London, July 2007: Cake, the market leader in brand entertainment, has developed a digital campaign for Air New Zealand and Tourism New Zealand aimed at broadening perceptions of the country, beyond its spectacular landscapes, among savvy young British travellers.

The campaign, called ‘New Zeal AND …’ features a new website (at www.newzeal-and.co.uk) highlighting the energetic contemporary urban scene in the country and includes interactive city guides and Kiwi celebrities’ tips on where to go and what to do.

Launching this week, the campaign also features a blog on the latest trends in New Zealand and a MySpace profile allowing people to share experiences of the country. In addition, visitors have the opportunity to share their ‘New Zeal’ and win an Air New Zealand Holiday Experience to New Zealand worth £5,000. Users will be invited to submit inspiring photos, videos and words reflecting what New Zealand means to them.

This is the first time that Cake has worked with Air New Zealand and Tourism New Zealand. Cake’s Head of Digital Simone Day, said: “New Zealand is not just a far off country with breathtaking scenery. It’s also a country with a unique contemporary arts culture, great food and wine, internationally acclaimed fashion and design talent and exciting ‘urban’ adventure activities. Cake is delighted to be working with Air New Zealand and Tourism New Zealand to bring these aspects to people’s attention.”

Commenting on the new campaign, Scott Carr, Air New Zealand’s European general manager said it was an exciting development for the airline.

“The blogging and presence of Myspace components are firsts for us and we see them as vital to create talkability and buzz around the great contemporary culture that New Zealand has to offer. New Zealand is already a hugely popular destination for British travellers and for many of them, their first real taste of New Zealand is when they get onboard one of our aircraft in London where they get to try the best New Zealand has to offer from great wines, fresh food, great films and music. This new website complements our flying experience very well and will certainly ensure that even more people consider New Zealand as a fresh and exciting holiday choice.”

Barry Eddington, Regional Manager UK/Europe/Gulf Countries for Tourism New Zealand agrees. “New Zealand is well known for it’s fantastic scenery, but we are eager for people to know more about our exciting, vibrant, contemporary culture. New Zealand’s a great place for younger travellers offering an endless choice of experiences”.