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29th June 2009

Tourism New Zealand was today announced by Prime Minister and Tourism Minister John Key as the naming rights sponsor of the Southern Hemispheres largest winter sports event the 100% Pure New Zealand Winter Games which takes place on 21 -30 August 2009.

The announcement follows a $1 million investment from the Major Events Development Fund into Winter Games NZ to enhance New Zealands growing reputation as a world-class events destination.

We are serious about attracting and developing world class events. This is a great example of an exciting, home-grown event with huge potential, said the Prime Minister. The tourism spin-offs in terms of visitor numbers and spending will be significant. This event will showcase some of our most spectacular scenery and we believe the benefits will extend well beyond the Otago region.

Winter Games NZ CEO, Arthur Klap, said he was delighted with the partnership and having this level of support from the New Zealand Government reiterated the importance of the Games for New Zealand in terms of economic and social benefits.

The 100% Pure New Zealand Winter Games will put New Zealand on 350 million TV screens around the world, highlighting the spectacular beauty of the country and helping generate tourism, he said. It will attract 800 of the worlds elite winter sports athletes, many of whom will next be seen on the podium at the Winter Olympics and it will pump $50 million into New Zealands economy. And thats just the first year! This biennial event will grow into a hugely valuable property for New Zealand engaging our own athletes, spectators, volunteers and businesses and growing into an event New Zealand can be proud of. We are delighted to be working closely with Tourism New Zealand to achieve this.

Tourism New Zealand CEO, George Hickton, said the Games provided an ideal platform with which to celebrate a landmark anniversary of its 100% Pure New Zealand brand.

"Tourism New Zealand's 100% Pure New Zealand brand celebrates its 10th anniversary this year and supporting this event on its first visit to New Zealand is a great way to sum up everything the brand is about - our amazing natural environment, our people, our love of the outdoors. And it's a great way to show off some of the amazing activities that can be enjoyed by visitors, and professionals, during the winter months," he said.

100% Pure New Zealand Winter Games is the only event of its kind outside the Winter Olympics and will take place at Coronet Peak, The Remarkables, Cardrona Alpine Resort, Snow Farm, Naseby and Dunedin from 21-30 August 2009. It will feature disciplines of alpine skiing, free skiing, x-country skiing, snowboarding, curling, ice skating and adaptive snow sports as well as the demonstration sports of winter triathlon and natural luge. For further information visit www.wintergamesnz.com.