100% Pure New Zealand
Tourism New Zealand's tourism marketing campaign is 100% Pure
New Zealand. It is used in all of our international marketing work
- including advertising, international PR activity and online
marketing, event and sponsorship activity.
When 100% Pure New Zealand was launched in 1999, it was the
first time New Zealand had one message in all of its tourism
markets around the world. The campaign was developed to be clear
and concise: to communicate a single message about New Zealand that
captured the imagination of our target market.
Major Tourism New Zealand research undertaken in 2010 suggested
New Zealand could improve its appeal as a holiday destination by
personalising its marketing message and focusing on more than
stunning landscapes and awesome scenery.
The new strategy, aims to personalise the New Zealand holiday
experience and bring to life the diverse tourism experiences
available in New Zealand. Authentic and memorable experiences will
become the major draw card, while New Zealand's beautiful scenery
and environment will continue to be a vital part of the ongoing
story as the backdrop.
Visit the award-winning 10 Years Young website to read more about the
first 10 Years of 100% Pure New Zealand.
Read more about the history of the 100% Pure New Zealand
campaign
here.
Online
Tourism New Zealand helps make planning and booking a New
Zealand holiday easy by ensuring the international travel trade
know and understand New Zealand, and by delivering a world-class
travel website to consumers.
The travel website, www.newzealand.com, is the
main way Tourism New Zealand provides information about New Zealand
to international visitors. The site offers interactive holiday
planning tools, special travel deals, operator listings and
information about New Zealand.
Content is tailored to the interests and requirements of
consumers from all our key markets and compliments our campaign and
PR activity. All campaign activity drives visitors to
newzealand.com.
The website has twice won the international Webby Award for best
tourism site in the world.
Consumer marketing and advertising
Consumer Marketing - including advertising, promotions and
online marketing work - is the most visible part of Tourism New
Zealand's work.
Tourism New Zealand's advertising is evolving from print,
television, cinema and billboard advertising, to greater use of
technology to reach our target audience wherever they are, and
whatever they might be doing, in their daily lives.
This has meant embracing new media such as mobile
technology, social media and online advertising.
International Public Relations and media
Gaining compelling, high-profile media coverage to motivate our
target market to travel to New Zealand is the main aim of Tourism
New Zealand's international public relations team. Tourism New
Zealand's international media programme hosts around 150
international journalists in New Zealand each year from print,
online and broadcast organisations.
Tourism New Zealand is also hosting a growing number of
respected influencers - opinion leaders, writers and thinkers who
endorse New Zealand internationally.
Word of mouth is one of our most powerful marketing tools, and
the reach and credibility of influencers makes their word even more
powerful. Working with these individuals helps extend New Zealand's
profile and inspire travellers from our target market to come here
on holiday.
Spreading our News
Tourism New Zealand has developed the 'global newsroom'
initiative, encouraging all staff and industry to actively seek out
news opportunities and generate media coverage.
Becoming content creators allows Tourism New Zealand to make news
resources freely available to international media. Tourism New
Zealand is becoming more active in the publisher space, creating or
sourcing relevant content to share with traditional and social
media, and generate coverage for New Zealand.
Tourism New Zealand has a 'global newsroom' initiative. Becoming
content creators allows Tourism New Zealand to make news resources
freely available to international media.
Our media website - www.media.newzealand.com-
is where we regularly publish story ideas, videos and media
resources that can be accessed online, 24 hours a day by
international media.
Tourism New
Zealand launched its media YouTube channel in early July 2010
in order to maximise audience reach for our global newsroom video
content. The launch of the media YouTube channel and its Chinese
equivalent, Tudou, signifies an important milestone in the way we
share our own generated video content with media.
Tourism New Zealand's media website also has Youtube and Tudou
video functionality, making it simpler for media to access and
download our video content to share with their wider
audience.
Got a great idea for a story? Send it to our Global Newsroom
team
Events
Every year our international media programme hosts journalists
for events such as the Montana World of Wearable Art Awards Show
(WOW), the Michael Hill Golf Open, Toast Martinborough, Matariki
(the Māori New Year) and international yachting events such as the
Volvo Ocean Race. Coverage of these events reaches millions of
readers and viewers in our offshore markets and raises awareness of
what's on in New Zealand and the kinds of experiences people can
have here.
Tourism New Zealand also organises or contributes to some
high-profile international events that bring New Zealand to life
and capture the imaginations of our target market. The Rugby World
Cup 2011 and Tourism New Zealand's Giant Rugby Ball are examples of
this, but we have also won Gold at the Chelsea Garden Show in
London, hosted thousands of people for a two-day New Zealand
festival in Japan and taken Māori art treasures to China, the US
and Japan.
Training the trade
International travel sellers - travel agents, wholesalers and
online travel sellers - play a vital role in 'selling' a
destination and providing trusted expertise and personalised
service to customers. They can be very influential in helping
consumers make holiday choices, not only about where to go, but
also what to do and where to stay when they get there.
Tourism New Zealand works with regional tourism organisations
and the New Zealand tourism industry to educate a core group of
travel sellers in each of our markets to ensure they have the
knowledge, understanding and passion for New Zealand they need in
order to sell the destination effectively.
Each year, we bring around 200 agents to New Zealand to show
them what New Zealand has to offer. We also train agents in market,
both face-to-face and online through our 'Webinar' training
programme.
Every year we travel with New Zealand-based tourism operators to
participate in Tourism New Zealand-run trade events and industry
travel expos in a number of markets. These events are vital for
connecting the New Zealand industry with the offshore trade and for
ensuring the travel trade have a good understanding of tourism
products and services available in New Zealand.
Our trade marketing and offshore teams also work
closely with travel trade partners in market to run joint
campaigns and promotions and to assist them in effectively
marketing New Zealand to their customers.
Find out more about our offshore trade events programme