Pop stars make scenery a hit

Scribe will show MTV Australia viewers a range of out-of-the-way attractions in and around his hometown of Christchurch. Photo / Supplied

Tourism New Zealand is looking to Scribe, Liam Finn and The Mint Chicks to uncover out-of-the-way spots for tourists and draw younger travellers from Australia.

In a collaboration with MTV Australia, rapper Scribe swaps his microphone for a snorkel, mask and flippers to give a documentary-style introduction to his secret spots around his hometown of Christchurch.

To his own hip-hop soundtrack, Scribe dives for paua and crayfish on the rugged Kaikoura coast and cooks his catch for the television crew.

TNZ said the intimate series gave a different slant on the 100 per cent Pure New Zealand campaign. It was designed to put New Zealand "front of mind" for 16 to 24-year-olds in our largest growth market, Australia.

While the untouched beauty of the landscape still features heavily in the campaign, the musicians pick spots which are less likely to be found by guided tours or travel handbooks.

In Scribe's vignette, he eats in an out-of-the-way dumpling cafe in central Christchurch, and visits Sumner Beach, where he says he writes many of his songs.

Singer-songwriter Liam Finn draws closely on family connections in his video, taking MTV to his father's Roundhead Studio and his mother's chandelier store, Sharondelier.

After pointing out his favourite parts of Piha, he recommends the homemade pies at The Fridge in Kingsland, and drinks at D.O.C. bar on Karangahape Rd.

He is not the first Finn to contribute to the 100 per cent Pure New Zealand campaign - father Neil provided his song Don't Dream It's Over for the launch of the brand 10 years ago.

Auckland pop-punk group The Mint Chicks' video shows them arriving back in New Zealand to play a manic gig at the Rippon Festival in Wanaka. They set off on a road trip around the South Island, stopping at the Cardrona Pub, Ferg Burger in Queenstown, and Treble Cone skifield.

Tourism New Zealand regional manager for Australia Barry Eddington said that for the first time the campaign was aimed at youth through a trusted medium, MTV.

"These are all well-known artists in Australia, showing the audience their secrets, their hidden treasures, their home. That's quite powerful," he said.

TNZ is looking to capitalise on a 22 per cent increase in Australian visitors last year.

"If we can get them the first time, then we know they'll come back. And they are tomorrow's travellers - 67 per cent of Australians on holiday here are on a repeat visit."

MTV Networks Australia brand solutions director Colin Blake said word of mouth was a powerful recommendation for MTV's audience when it came to travel.

"By working with artists such as Scribe, the Mint Chicks and Liam Finn, who all have credibility in Australia, we are able to creatively take this one step further."