Industry News
Skiers and snowboarders at Tūroa Ski Area, New Zealand, are in for a special, delicious treat. This weekend guests can pull up to a Subway Ski-Thru this weekend, where free subs, cookies, and hot chocolate will be served on the mountain.
The unusual pop-up will operate from Friday, September 18, through Sunday, September 20, from noon to 2 p.m. each day. Visitors can grab a free Subway sub, cookie, or hot chocolate while supplies last, with the promotion being offered on a first-come, first-served basis. The mountain food stop will also feature a DJ, while limited-edition Subway beanies and Sub-bumbags/satchels/fanny-packs will be available for visitors while supplies last.
The Ski-Thru has been created through a partnership between Subway New Zealand and Pure Tūroa, with an existing alpine hut transformed into a temporary Subway outpost while retaining its mountain setting. The pop-up is located at the top of the Parklane Chairlift, just north of Snowflake Café. The press release listed coordinates are 39.303410° S, 175.536217° E for those ready to pop it in their preferred maps app.
Subway Head of Brand Marketing Kerrie Hockless said New Zealand was a natural place to try the concept, given the company’s presence across the country. “New Zealand is the perfect place for a concept like this,” Hockless said. “We have Subway restaurants across the country, and we’re proud to be part of local communities and everyday Kiwi life.”
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Bringing Subway onto the ski slopes was an opportunity to take that connection somewhere less conventional. “We thought a Subway Ski-Thru was a must,” Hockless said. “It’s a memorable brand activation, and with the recent snowfall and school holidays, there’s no better time to give Kiwis another reason to hit the slopes.”
The promotion comes just before New Zealand’s Term 3 school holidays, when families will have another reason to make the trip to Tūroa for some spring skiing and snowboarding. Pure Tūroa Brand Marketing Manager James Simpson said the recent snowfall was a reminder that the season still has plenty of life left. “Recent snowfall is a great reminder that the season is still ahead of us,” Simpson said.
Tūroa can continue operating into late October or November when conditions allow, making spring one of the final opportunities for skiers and snowboarders to get on the mountain before the season comes to an end. “The Ski-Thru is a fun reason to get up the mountain and enjoy what Tūroa has to offer,” Simpson said. The timing also gives the promotion a distinctly New Zealand spring-skiing feel, combining fresh snow, longer days, school holidays, and a temporary fast-food stop at altitude.
The Subway Ski-Thru is free to visit, although individual items are available only while supplies last. The promotion is also subject to weather, snow, and mountain conditions.
Visitors heading to Tūroa for the weekend should check Pure Tūroa’s website for the latest operating information before making the trip.
