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Destination Queenstown renews storytelling collaboration with MiNDFOOD to drive autumn travel

March 7, 2018 Destination Global No Comments Email Email

Destination Queenstown has teamed up with the beautiful MiNDFOOD magazine again in 2018 to deliver a story-driven campaign to promote domestic travel to the four season resort in autumn.Nestled in the special 10th Birthday issue of the much-loved magazine, on sale this week, is a special Queenstown travel feature that tells the story of Queenstown’s diversity, landscapes and food and wine through the people that call the region home.

Designed to stand on its own as a testament to Queenstown in autumn, the feature allows readers to connect with Queenstown through its people on a meaningful level and gain an insight into different ways to experience the destination.

Destination Queenstown Marketing and Communications Director Sarah O’Donnell is delighted to be working with MiNDFOOD on this campaign activity again.

“Our aim is to highlight the experiences available to visitors in autumn, and to position Queenstown as a wonderful place to visit at this time of year in line with our overall strategy to grow demand for the shoulder seasons.”

“MiNDFOOD speaks to our target audience in an authentic and down to earth way, the perfect tone to showcase what makes autumn in Queenstown so special,” she says.

MiNDFOOD chief executive and editor in chief Michael McHugh is excited to further develop the collaboration with Destination Queenstown.

“With over a quarter of a million readers each month MiNDFOOD reaches a discerning audience that are constantly searching for new experiences,” he says.

“Add the online audience and the reach we have is perfect to developing the relationship with Destination Queenstown and discovering passionate locals doing amazing things. Queenstown, always delivers with the range of what’s on offer and is the perfect backdrop.”

“Our 10 Year Special Anniversary Collector’s Edition is the natural fit to showcase the range of activities and experiences across Queenstown in autumn,” he adds.

The special travel feature created by MiNDFOOD forms the core component of this integrated campaign in New Zealand, which has been deepened with video content and a digital strategy produced by agency YoungShand starring some of the story subjects from the print component.

The videos and articles dive deeper into what makes Queenstown tick with tips on some of their favourite places to explore, unwind and wine and dine in their home.

This will all be backed up with out of home placements in highly visible locations around Auckland, in Wellington Airport, as well as an extensive media programme with coverage in great New Zealand titles.

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