Stories of Aroha from the heart of New Zealand

Destination Great Lake Taupō’s new international human-interest campaign ‘Aroha’ showcases real people and their stories with a goal of attracting new visitor markets to the region. Artists, community leaders and creatives come together to share their personal journeys, genuine aroha (love) and passion for Taupō, the heart of New Zealand’s North Island.

“Our launch of the Aroha campaign is part of a key strategic shift in attracting a greater diversity of visitors to the region. By focusing on localism through storytelling, our aim is to introduce a broader range of experiences to our visitors, promoting longer, more immersive stays,” says Destination Great Lake Taupo Marketing and Communications Manager, Anna McLaren.

The Aroha campaign explores people and their love of place, and how this shapes their identity and inspires their work.

“Visitors want to get inside the lives of people who live here, not observe it from a distance. They want real experiences that are unique to the region,” says Anna.

The Aroha campaign will profile a series of ambassadors, starting with Paul Froggatt, Executive Chef at Huka Lodge.

Each Aroha story will be shared via PR, through www.lovetaupo.com and all @LoveTaupoNZ social channels.

Discover Paul Froggatt’s Taupō: www.lovetaupo.com/aroha/paulfroggatt

This campaign is aligned to Business Commitment 5 - businesses innovate to improve or upgrade their offering to enhance the visitor experience.