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Tourism New Zealand sticks with 100% Pure marketing in launch of new global campaign

Tourism New Zealand has stuck with its umbrella 100% Pure New Zealand tagline as it launched a new global campaign from Whybin\TBWA Sydney.

The tourism agency is building on its Every Day a Different Journey messaging launched last year with a fresh campaign with the aim of showcasing the country’s culture and diversity.

The launch is in line with Tourism NZ chief executive Kevin Bowler’s vision to move beyond Middle Earth – a central pillar of its marketing during the Lord of the Rings and Hobbit movies – by putting the focus on its culture and experiences rather than just landscapes.

He admitted last year that its marketing message had become “a bit Tasmanian”.

“By bringing more people and culture into the story we can create an opportunity to produce a more distinctive NZ message,” he said. “Some of our work can look a bit Tasmanian, which I mean as a compliment to Tasmania.”

The new campaign includes a two-minute TV ad, voiced by NZ actor Sam Neill and produced by The Sweet Shop, which will air from July 1, with print and online marketing also in the mix.

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The executions will showcase New Zealand’s “authentic and unique stories” that can be experienced within a single trip, tourism officials said.

Retaining its overarching 100% Pure tagline had been widely expected despite Bowler suggesting its marketing team would not have struggled to axe the messaging.

“The easiest option would have been to retire the 100% Pure New Zealand campaign and start again. Instead, we went back to what is at the heart of New Zealand’s unique offer – and that is our place and our people,” he said.

“When you put the landscapes, activities and people together you have a place that is unique in the world, a place where there is a wide range of things to see and do, and it’s all within easy reach. Every day you travel through New Zealand becomes a different journey.”

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The campaign will feature an updated 100% Pure “visual identity”, using what the agency described as a more “culturally meaningful typography”.

It was handcrafted in Kauri wood by local artist Rangi Kipa using traditional Maori carving techniques. A film showing how the typography was made has been hosted on YouTube.

Despite the end of Bilbo and Frodo’s antics in the JRR Tolkein saga, Bowler has also insisted Tourism NZ had a “decade plus of value” to squeeze from its association with Middle Earth.

“The flame will go down but it will still be there for a long time to come and we have assets such as Hobbiton that will keep it alive,” he told travel trade title Travel Today. “We have operators who are still doing really well out of Lord of the Rings tours, 12 years after the films were released.”

Steve Jones

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