Tourism New Zealand’s new ‘100% Pure New Zealand’ brand evolution will launch alongside its North Island Touring campaign, ‘Everyday a different journey’ this month.
Promoted across Australia’s Eastern Sea Board, the campaign delivers seamless messaging and visuals across multiple touch points including TV, outdoor, digital, social media and a dedicated site.
The campaign, which runs until the end of August, coveys diverse experiences that are all in close proximity.
North Island experiences include exploring the Hobbiton Movie Set in Middle-earth, uncovering a labyrinth of caves and underground rivers at Waitomo Caves and discovering the natural wonders of Karekare Falls and the Coromandel.
Tourism New Zealand general manager, Australia, Tony Saunders said the brand evolution has been strategically timed with the launch of the North Island campaign to increase preference for New Zealand as a holiday destination and drive shoulder visitation.
“The next generation of ‘100% Pure New Zealand’ campaign marks a significant shift in timing for us as we focus on promoting arrivals in the shoulder season.
“The majority of our PR, marketing and trade effort is going into attracting visitors during the months of October, November, March and April which is why our campaign is being launched now rather than later in the year. Plus New Zealand is at its most picturesque in spring.
“The North Island campaign illustrates that everything is close and accessible – travelers can go from beaches to geothermal activities in an hour.
“Last month we saw arrivals up with an increase of +11.9 per cent versus this time last year. This total of 3.7k extra visitors makes for a record breaking season,” Saunders said.
Auckland Tourism, events and economic development manager tourism Jason Hill said: “Auckland has the best of both worlds – it’s a place where big city sophistication goes hand-in-hand with a stunning natural playground.
“Working closely with Tourism New Zealand and the neighbouring North Island regions means we can highlight how easy it is to experience a diverse range of activities all within a short driving distance.”
Participating regions in the North Island campaign include Auckland, Hamilton-Waikato, Rotorua, Northland, Taupo and the Coromandel plus key partners Flight Centre, Hobbiton Movie Set™, Waitomo Glowworm Caves, Te Puia and the Avis Budget group.
In partnership with Flight Centre, four Australian social media influencers toured the North Island, sharing images across multiple Instagram channels. With a combined following of over 450,000, the instagrammers will showcase the regions stunning landscapes and experiences.