New Zealand launches new campaign

Tourism New Zealand has introduced the ‘100% Pure You,’ a new marketing message that has been developed in accordance with the successful ‘100% Pure New Zealand’ earlier campaign.

New Zealand capitalised on a research study that suggested that the country could further its appeal as a holiday destination by personalising its marketing message and focusing on more than just stunning landscapes and awesome scenery.

Justin Watson, General Manager, Tourism New Zealand, was quoted as having said that his department had stayed in close contact with New Zealand regional tourism operators and the industry during the development of the ‘100% Pure You’ message. The feedback they received was that this campaign was sufficiently versatile to effectively promote many aspects of the New Zealand experience.

The new campaign was launched in Australia yesterday and will be unveiled in major North American, European and Asian markets by the end of February.