Tourism NZ has appointed Mindshare as its global media partner, with the account reported to be worth a near $35 million.

The appointment follows the announcement earlier in the year that the tourism company would be globally reviewing its account to boost its 100% Pure NZ campaign.

Mindshare will be responsible for activating Tourism New Zealand’s campaign material in target visitor markets across the world.

 Tourism NZ director of commercial René de Monchy said: “Mindshare exhibited outstanding leadership and strategic thinking that will help to amplify Tourism New Zealand’s destination storytelling in an increasingly competitive global market place. 

“Through their world-class global network and best-in-class tools and systems, Mindshare will enable Tourism New Zealand to continue using innovative media targeting to ensure New Zealand is kept top of mind for potential visitors.”

 Mindshare CSO and global business lead Joe Lunn said: “It’s a privilege to be partnering with Tourism New Zealand on their journey to be the world’s most authentic destination storytellers.

“They truly value the contribution that strategic thinking, media innovation and a world-class network can provide in helping to grow their brand and transform their business.”