LAKE WANAKA, New Zealand (19 May, 2010) -  Lake Wanaka today announced the establishment of the world’s first Lifestyle Reserve with the unveiling of its new branding  and innovative consumer web site.

Lake Wanaka’s Lifestyle Reserve highlights the quality of experience on offer in Lake Wanaka is a rarity, even by New Zealand standards. In the same way wildlife reserves and National Parks have become holiday destinations, the concept of a lifestyle reserve acts as a draw-card for those wanting to experience the ultimate Kiwi lifestyle. It combines spectacular scenery with a genuine sense of community, where operators are passionate about sharing their way of life, environment and what they do.

With its new ‘Lifestyle Reserve’ branding, Lake Wanaka is not only inviting visitors to experience its exceptional lifestyle but also highlighting the destination’s long term commitment to ensuring the quality of their experience is never compromised.

James Helmore, general manager of Lake Wanaka Tourism said, “Lake Wanaka’s spectacular location at the foot of the Southern Alps with the wilderness of the Mt Aspiring National Park nearby makes it a magnet for outdoor lovers the world over. Many of our operators chose Lake Wanaka as a base to indulge in their passion, be this boating, hiking, climbing, skiing or mountain biking. They’re genuinely excited about sharing their knowledge and showing off Lake Wanaka, so that visitors come to love it as much as they do.”

He continues, “It’s very timely that in an article this week by the BBC, foreign correspondent Nick Bryant likens New Zealand to ‘one of the world’s great lifestyle superpowers’. Lake Wanaka echoes this sentiment perfectly and the new web site is the most important tool we have to promote this message around the world.”

The new Lake Wanaka web site, which launches on Thursday 20 May, takes the visitor on a visual journey through the world’s first lifestyle reserve, using strong imagery to link the key reasons to visit through to operators able to meet visitor expectations consistently and with commitment to the values of the Lake Wanaka Lifestyle Reserve. The integration of social media, functional and experiential navigation and customer content takes the user beneath the marketing messages and immerses them into the Lake Wanaka way of life.

Built on the values of its community, Lake Wanaka’s Lifestyle Reserve is supported by a charter that echoes the New Zealand Tourism Strategy principles of Manaakitanga and Kaitiakitanga (see editors’ note) and will ensure quality and longevity, namely

Genuine hospitality: sharing local knowledge so visitors can make the most of their experience,
Pristine environment: preserving Lake Wanaka’s spectacular natural surroundings,
Independent passion: championing owner operators,
Vibrant community: welcoming everyone to share in the Lake Wanaka lifestyle,
Open spaces: developing with sustainability in mind and investing in the creation of recreational facilities.

For further information, visit www.lakewanaka.co.nz.

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