Where the bloody hell is Lara Bingle, the former face of Australian tourism? In New Zealand.
Australian model Lara Bingle is the latest star to feature in Air New Zealand's Kiwi Sceptics advertising campaign.
Bingle's involvement has led some to question why she is promoting New Zealand after finding fame advertising Australian tourism with the catch phrase "where the bloody hell are you?".
In the new airline ad, Bingle and New Zealand champion snowboarder Hayley Holt team up to show off Queenstown, with Bingle snowboarding on Coronet Peak, taking a helicopter ride to the back bowels of Wanaka, and sleeping in a snow cave at The Remarkables.
Comedian and Flight of the Conchords star Rhys Darby narrates the advertisement. The Kiwi Sceptics campaign is aimed at changing the perceptions of Australians who never get around to crossing the Tasman for a holiday.
Research shows that each year more than five million Australians seriously consider New Zealand as a destination but only one in five actually makes the trip.
Air New Zealand challenged Bingle's misconceptions head-on, transforming her from a Kiwi sceptic to a lover of all things New Zealand, the airline said.
- Fairfax NZ News/stuff.co.nz