Tourism New Zealand has relaunched a new iteration of ‘100% Pure New Zealand’ with its latest global campaign.
It’s the first new global brand campaign since 2022.
Tourism New Zealand CEO René de Monchy says it is an update for the 100% Pure New Zealand brand that has been running for two decades.
“This is our call for people around the world to be totally connected, present, inspired and fulfilled in one of the world’s most breathtaking destinations,” he said.
It aims to attract a larger number of visitors outside the summer months.
“The fact that we’re encouraging people to find their 100% Pure New Zealand – we can tailor that to being ‘what does it look like in the winter?’ ‘What does that look like in the autumn?”
It features an experience planner to help people create their own New Zealand itinerary.
de Monchy says travellers can browse NewZealand.com and search by category such as adventure tourism or fine dining.
“It’s really a tool that we’ve created to try and make it easier to make the booking and not just dream about it.”
The campaign cost about $5.45 million, and launches across global social media channels and paid media in the US from today.
