Creative in association withGear Seven

Megan Gale Promotes the New Zealand Cycle Trail in New Campaign via Whybin\TBWA Sydney

Advertising Agency
Sydney, Australia
A new social and digital campaign will see Gale endorse The Great Rides that are suitable for all ages, cycling tastes and levels.

Tourism New Zealand has just announced Megan Gale as the first ever ambassador to promote cycling to the Australian market at a press conference held in Sydney today.

The international model, swimwear and homewares designer, TV personality and actress has signed on to promote The New Zealand Cycle Trail (NZCT). The diverse network of off-road cycle trails includes over 2700 km of pristine cycle ways that showcase the many great sights New Zealand has to offer.

Screen Shot 2016-02-10 at 8.08.26 am.jpgA new social and digital campaign will see Gale endorse The Great Rides that are suitable for all ages, cycling tastes and levels.

Gale is one of Australia's most highly regarded talents with a career spanning over two decades. Gale's success as a model, multiple business endeavors and her latest role in award-winning action blockbuster Mad Max: Fury Road has made her a true icon both within Australia and abroad.

With strong family links to New Zealand, Gale says she is proud to be the ambassador for Tourism New Zealand's cycling campaign.

Says Gale: "New Zealand is in my blood - my mother is part Māori so the connection to New Zealand has always been strong and the opportunity to promote New Zealand as a destination and its Great Rides is incredibly exciting.

"Cycling is part of my exercise routine so combining it with travel is the perfect balance. The best part is you can explore the country from an entirely different angle - it's like riding through a postcard."

During her journey on The Otago Central Rail Trail and The Timber Trail, Gale was accompanied by locals including cycling Olympic gold medallist Sarah Ulmer, cross-country cycling Commonwealth Games silver medalist Sam Gaze and celebrity chef and writer Annabel Langbein.   

Tourism New Zealand general manager, Australia Tony Saunders says we are ecstatic to welcome Megan Gale as our new ambassador for cycling.

Says Saunders: "We are confident Megan's influence and authentic connection to New Zealand will increase awareness and preference for New Zealand as a world-class cycling destination.

"Currently just under nine per cent of Australians cycle as part of their holiday across the Tasman. We are seeing many Australians travel to New Zealand specifically to enjoy our diverse trails and expect to see this number rise following today's announcement.

"Megan was able to experience the very best of New Zealand's food, wine, culture, history, nature and stunning scenery all within such close reach of one another."

Cycling has been identified by Tourism New Zealand as a key special interest activity to help drive higher value and seasonal visitors to New Zealand during autumn and spring.

Says Saunders: "Holiday visitors that participate in cycling spend more and stay longer than average visitors."

Since 2009, the New Zealand Government and local communities have invested over NZD$80 million into developing The NZCT for both experienced and leisure cyclists.  

For more information and to discover New Zealand's cycle trails visit

Advertising Agency: Whybin\TBWA Sydney
Creative Director: Craig Brooks
Junior Writer: Chloe Saintilan
Junior Art Director: Andrew Torrisi
Account Director: Erin Kelly
Senior Account Manager: Alexandra Stickler
Executive Planning Director: Hristos Varouhas
Producer: Amy Friend

PR Agency: Eleven
Senior Account Director: Fiona Milliken
Senior Account Manager: Claire Verlander
Senior Account Executive: Jade Barringer
Account Executive: Brenda Chan

Production Company: Two Bearded Men
Director: Tim Pierce
Producer: Toby Crawford

Tourism New Zealand
Regional Campaign Manager - Australia: Robert Bowring
Special Interest Manager - Australia: Lauren Penfold
PR Manager - Australia: Lauren Coughlan
Marketing Manager - Specialist Interest: Tony Rogers

Work from TBWA\Sydney
Foxtel - Date
Foxtel - Bus
Foxtel - Karen