Bauer Radio is to broadcast live from New Zealand to UK audiences on Magic Radio and Absolute Radio to highlight its partnership with the nation's tourist board.
UK listeners will hear a week of bespoke programming from across New Zealand, intended to inform audiences on Kiwi culture and the nation's hotspots in an inventive 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.”
Pip Casey, Tourism New Zealand’s regional manager for the UK, added: “New Zealand is well known for our stunning landscapes, however it’s really our people that make our country special. We are excited to showcase the incredible locals and the authentic welcome visitors feel when they arrive in New Zealand. 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."
The campaign will run from 23 September to 20 October. Campaign activity includes a week of promotion across Magic Radio and Absolute Radio breakfast shows, as Absolute Radio’s Sarah Champion & Magic Radio’s Tom Price meet locals and undertake challenges to embrace their ‘inner Kiwi’. The weekend sees Sarah and Tom recapping the best of New Zealand while broadcasting live from New Zealand.
It will be hosted on an online creative hub, social content and a competition offering listeners a chance to win a trip of a lifetime to NZ with the support of Air New Zealand and Flight Centre.
Earlier this, Vicky Foster, commercial director of digital at Bauer Media, outlined her belief that digital audio advertising can benefit from the coming restrictions facing third-party cookies.