NZ Department of Tourist & Publicity, 1939
In the late 1930s the New Zealand Department of Tourist and Publicity produced a series of radio programmes to encourage New Zealanders to holiday within New Zealand rather than travelling overseas.
This series, entitled “Lure of the Trail”, was produced by Radio Features Ltd and aired on the National Commercial Broadcasting Service stations 1ZB (Auckland), 2ZB (Wellington), 3ZB (Christchurch) and 4ZB (Dunedin).
In this episode the narrator compares the Norwegian Fjords with Milford Sound in the South Island of New Zealand.
The scenic wonders of the Milford Track are described, en-route to Milford Sound itself.
Digital audio © Radio Heritage Foundation
Early Milford Sound tourism posters © Pinterest
These records were found in a library sale in New York by one of our supporters, who donated them by hand during a cruise to New Zealand!
The recordings are 12″ 33⅓ rpm records that play from the inside out.
In the 1980s a similar media campaign was run using the catchphrase, “Don’t leave town till you’ve seen the country”, a slogan which is still part of the Kiwi vernacular today.