100% Pure New Zealand wins web innovation award

Wednesday, 15 May, 2012 0

TravelMole innovative social media campaign award won by Tourism New Zealand

When 100% Pure New Zealand was launched in 1999, it was the first time New Zealand had one message in all of its tourism markets around the world. The campaign was developed to be clear and concise: to communicate a single message about New Zealand that captured the imagination of its target market.

Major Tourism New Zealand research undertaken in 2010 suggested New Zealand could improve its appeal as a holiday destination by personalising its marketing message and focusing on more than stunning landscapes and awesome scenery.

The new strategy, aims to personalise the New Zealand holiday experience and bring to life the diverse tourism experiences available in New Zealand. Authentic and memorable experiences will become the major draw card, while New Zealand’s beautiful scenery and environment will continue to be a vital part of the ongoing story as the backdrop.

Tourism New Zealand launched its media YouTube channel in early July 2010 in order to maximise audience reach for our global newsroom video content. The launch of the media YouTube channel and its Chinese equivalent, Tudou, signifies an important milestone in the way we share our own generated video content with media. Tourism New Zealand’s media website also has Youtube and Tudou video functionality, making it simpler for media to access and download our video content to share with their wider audience.

Visit the award-winning 10 Years Young website to read more about the first 10 Years of 100% Pure New Zealand.

Read more about the history of the 100% Pure New Zealand campaign below

GET THE PDF HERE

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