Taking it to the world

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Queenstown made headlines around the world last year – and not all were about drunken rugby stars. 

The resort featured in a phenomenal number of newspapers, magazines, TV shows and podcasts in 2011. 

Total global audience exposure was more than 500 million people. 

From supercool Vogue fashion shoots to trash reality TV show Amazing Race Asia, Queenstown provided a stunning backdrop. 

And Orlando Bloom wasn’t the only celebrity to have been in town. 

Chinese actress Yao Chen could probably have walked down The Mall without being recognised last August – but she’s the third most-followed social media celeb after Lady Gaga and Justin Bieber. 

Baseball star Curtis Granderson was another massive name to draw international attention with a visit. 

Tony Everitt, Destination Queenstown boss: “Our communications and media team work very hard to promote Queenstown to the world. 

“They focus on targeting film, print, online, radio and broadcast media as well as ‘key influencer’ celebrities and VIPs to generate diverse stories. 

“We’re very grateful for the support of our operators who generously give their product, time and effort to help us host media.” 

The town was unexpectedly cast into the media spotlight during the Rugby World Cup by Mike Tindall’s infamous boozy night out. 

Headlines about a then mystery blonde and also midget wrestling filled tabloids and news programmes around the world, often alongside panoramic shots of Queenstown’s scenery. 

Other highlights included snowboarding mini-documentary Diaries Down Under, World’s Greatest Motorcycle Rides – which aired in 117 countries – and most recently Chinese programme Born to be Wild, which aired in November to an audience of 10 million. 

DQ runs an independent media programme to promote the resort in Australia and New Zealand, working with Tourism NZ for key long-haul markets. 

It presented its annual results to Queenstown Lakes District Council in November.