The latest evolution of Tourism New Zealand’s 100% Pure New Zealand campaign has further defined the country’s unique offer to travellers with a focus on the range and closeness of New Zealand’s attractions.
The new strategy and 100% Pure New Zealand commercial comes as one of the world’s longest running destination campaigns turns 16 making it among the world’s most successful.
It will showcase how New Zealand’s diverse range of unique experiences are all within easy reach and can all be experienced with ease.
The message, “Every day a different journey” brings the campaign to life while new typography and hand crafted logo, developed by local designers and artists, cements the work as unique to New Zealand.
Chief executive Kevin Bowler said the past three years of 100% Middle-earth, 100% Pure New Zealand have been extraordinarily successful with international visitor numbers at record levels, but it is now the right time to move the campaign on.
“For the next phase of 100% Pure New Zealand, we’ll be emphasising our story of closeness and diversity – how our amazing landscapes and activities are all within easy reach, Bowler said. “Every day you travel through New Zealand, it’s a different journey.
“The new commercial shows travellers move seamlessly from one spectacular experience to the next, exaggerating the ease of movement with a series of film transitions.
“For example, in one transition the couple dive under water in Abel Tasman National Park in the South Island, only to emerge in Lake Taupo in the north. A special remix of the hit ‘Young Blood’ by New Zealand band The Naked and Famous provides a fresh feel for the commercial.”
The commercial will appear on television and in cinemas in Australia, and on-line and in paid on-line media activity across all Tourism New Zealand priority markets from July 1 2015.