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.
Fail – any ads that have actors pretending to be non-actors, telling us supposedly non-fictional tales of their travels that are clearly scripted, just grates with me!
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Agree with first response above – too contrived
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Very, very disappointing, comes across so fake. They’ve taken a brilliant campaign and made it appalling.
The scenery is still amazing though – they would have been better off not having the V/O.
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This extension has lost a key component of the more recent phases of this, to date, brilliantly conceived and extended campaign of more than a decade. Where is the fun, friendly rivalry, of the (very real) Kiwi presenters, taking the piss out of our Aussie audience? Unfortunately, it is now just another well-shot series of commercials in another beautiful destination – it’s lost the unique come-on of the Kiwis themselves.
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It’s hard to follow up a campaign as good as the original 100% NZ one but this certainly isn’t it.
C’mon Kiwis, this looks like a satire of the real one -no class, no subtlety, no ingenuity.
It’s as bad as the Tourism Australia crap.
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My favorite will always be the Aussie version of the original pure campaign …
https://www.youtube.com/watch?v=RenRILqwhJs&feature=fvw
https://www.youtube.com/watch?v=7pZSsqQVxZA
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Totally agree with all of you. First thought when I looked at these was ‘cheese’.
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Oh dear…..almost makes the ‘Where the bloody hell are ya’ campaign look good!
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That’s it, come and take my sheep back, I quit as a Kiwi. If this is all the place has to offer now I’m not going back.
Now what’s the adress of the Australian Citizenship web site?
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that was a shame, they were doing so well
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Ok….that is incredibly bad……amazing that KB signed off on these. They like look bad informercials from the 90’s. Thank you very much Tourism NZ for killing any positive feeling that people had for the 100% pure ads – these are not an extention of that campaign. More of a total hatchet job!
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This is unreal, how could ex Saatchi&Saatchi TVC ad men make such none meaning fluff…. i mean: Skimming across ribbons of water, in mins it had blown every cobweb out of my head……. this is a shame…. i hope you can hold your heads high….
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100% Pure Dud! I was actually in the market considering a holiday to New Zealand up against a holiday to Bali as my first ever international trip. New Zealand had a lot of things going in its favour; a good exchange rate for Aussie tourists, cheap flights from Melbourne where I live and a unique Maori culture. I’m a 33 year old single male and there was nothing in your ads that appealed to me at all and nothing of what I just mentioned earlier as New Zealand’s selling points were covered. These ads ostracize a large portion of the male market and explain why so many of my friends who do travel go to places like London, Canada or Asia instead.
Sorry guys. Unless you can come up with a much better proposition than that lame effort I might as well just go ahead and book Bali now.
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i’m suprised no ones done
100% Pure Ewe
too soon?
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I think they meant 100% pure Ewe?
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