Tourism New Zealand unveils ‘100% Pure You’

Tourism New Zealand has unveiled its new global marketing campaign.

Adapting its tagline from “100% Pure” to “100% Pure You” the ads feature individuals telling of different New Zealand experiences.

Tourism New Zealand general manager marketing communications, Justin Watson said “The new global campaign will help us take New Zealand to the world in a way that better connects with our target audience. Authentic and special experiences will become the major draw card, while the beautiful scenery and environment will be a vital part of the story as the backdrop.”

Chief Executive Kevin Bowler said the new tag line will take the 100% Pure New Zealand marketing message to the next level. “We have identified people around the world already considering travelling to New Zealand who have the financial means to make the trip. The addition of ‘You’ to the successful 100% Pure New Zealand advertising message is a logical next step that will benefit New Zealand’s tourism industry by highlighting the many individual experiences on offer.”

The TVC’s – which aired in Australia yesterday – will be supported by online and outdoor advertising.

This follows its Rugby World Cup tourism campaign which saw a giant rugby ball appear in Sydney’s Darling Harbour.

Tourism New Zealand is handled by the creative collective – Assignment Group.


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