In order for the Queenstown destination to achieve these objectives, key objectives have been set which are SMART. They want to be able to reinforce the unique elements of lifestyles and the environment in both positioning and product development. By starting to offer cheaper deals and fares in shoulder seasons they hope to attract more visitors. Just recently they launched their national autumn campaign which promotes Queenstown as a unique and wonderful place for New Zealanders to recharge ahead of the winter months and highlighted the resort's unique autumn experience, focused on a "rejuvenating pre-season escape". winter". The campaign is designed to motivate and inspire New Zealanders to embrace the energy and experience that Queenstown offers in autumn with a revitalizing autumn break, combining the pleasure of body and soul with the breathtaking beauty of the region. Another campaign they held was an Australian spring campaign targeting Sydney, Brisbane, Melbourne and the Gold Coast called "Sick day Stow away". It was a marketing campaign encouraging Australians to clandestinely move to Queenstown for spring break. It has been designed to encourage cross-Tasman visitors to make the most of the fantastic spring skiing conditions and wide range of activities on offer in