Driven largely by the media, research had highlighted the increasingly negative perceptions that New Zealanders had of Rotorua, which had resulted in domestic tourism numbers plummeting.

Show a different side of Rotorua, by encouraging young couples to go on a short road trip to enjoy a rejuvenating, relaxing, romantic holiday - and utilising the universal symbol for luxurious relaxation: a plush robe.

Go on a Robe Trip.