The promotion was built around a simple but powerful mechanic: readers who purchased the New Zealand Herald at a New World supermarket were automatically in the draw to win an unforgettable trip for two to Oregon. The campaign was brought to life with a bold newspaper wrap, ensuring maximum visibility for shoppers in-store.

To amplify reach and engagement, the promotion was supported by an integrated media plan, including radio advertising, in-store point-of-sale cards, newspaper and magazine placements, and online coverage. This multi-channel approach ensured Oregon was front and centre across key consumer touchpoints.

The prize itself was designed to showcase Oregon’s diversity and appeal, combining flights, city stays, and curated experiences to create a truly aspirational travel package.