The New Zealand Tourism Board is hoping to shed its ’quaint,
old-fashioned’ image and target the younger traveller with an
off-the-wall campaign through youth PR specialist Red Rooster. A 20 per
cent increase in visitors in the under-25 age group has prompted the
tourism body to refocus on the younger end of the market. Red Rooster
has established a network of local ’scouts’ to report back on ’the
cutting edge of Kiwi cultural life’ in order to move New Zealand out of
the shadow of its Australian neighbour.