‘My Kind Of Place’ Wraps To Ratings Applause

The Tourism Australia sponsored, ten episode televisions series, ‘My Kind of Place’ has wrapped with a ratings applause, finding favour with public audiences and industry stakeholders alike.

The series, produced by New Zealand production house, Imagination Television, took New Zealand viewers on a journey around regional Australia to uncover tourism gems of regional Australia. The series opened on the New South Wales Coast with an adrenalin charged episode hosted by All Black legends Josh Kronfeld and Frank Bunce, and closed at a more sedate pace with screen and stage actress Teresa Healey showcasing Victoria’s Great Ocean Road and Phillip Island.

In between, other celebrity hosts such as iconic broadcaster Judy Bailey, leading lady Robyn Malcolm, songstress and actress Lisa Chappell and MasterChef New Zealand judge Josh Emett, to name a few shared ‘their kind of place’ which ranged from houseboating on South Australia’s Murray River to a gastronomic adventure in Victoria’s High Country.

The show drew in more than 4 million viewers over the duration of its ten weeks on air, prompting Tourism Australia General Manager New Zealand, Jenny Aitken to confirm that “the series exceeded expectation across all areas.” With the show ranking consistently in the top two ‘most watched shows’ in its evening timeslot across all channels, ‘My Kind of Place’ also out performed in the online area. With viewers being encouraged to click onto Australia.com for further information in the dedicated ‘My Kind of Place’ pages, hits reached nearly five times predictions. Fans of the show also showed their interest via Tourism Australia’s New Zealand Facebook pages with a 66 percent increase in its fan base during the series, as well as positive responses to other promotional activities around the series.

Aitken said that the interest around the series highlights the continued appetite for destination Australia.. With the 1.16m New Zealanders who travel to Australia each year and the 92 percent who return again, looking for something new, not yet experienced, the show hit the spot.

“Kiwis are overwhelmed by the choice Australia has on offer, and will remain a key challenge for us” says Aitken, along with most Kiwis believing that they have “been there and done that.” What a series like ‘My Kind of Place’ demonstrates is that there is a vast and diverse continent full of unique experiences waiting to be discovered beyond the traditional gateway cities is matched by a very genuine interest.
The opportunity to showcase just some of these unique and highly desirable holiday experiences to Kiwis through the eyes of well-known New Zealanders has resonated well with our audience and shows that ‘word of mouth’ and peer advocacy remains a key influence with holiday planners says Aitken.

Whilst it’s a wrap for series 1, Aitken and industry partners are hopeful of a second series, with the assurance that there is still plenty to, inspire and delight viewers. “There are still a lot of surprise in store” says Aitken, especially when you have a continent that is as rich and diverse in experiences as it is in its sheer size.”

ENDS

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