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.
Please login with linkedin to commentPeter Barrie
Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]
B&T's shining a light on industry folk prior to adland. Preference given to anyone purporting actual UFO abduction.
Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]
Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]
WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]