New Zealand 100% Pure You
Tourism New Zealand's tourism marketing campaign is New Zealand
100% Pure You.
The current campaign has evolved from the iconic 'New Zealand
100% Pure' advertising message, first launched in 1999. New Zealand
100% Pure You is used in the majority of our international
marketing work - including advertising, international PR activity
and online marketing, while New Zealand 100% Pure is used in some
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 addition of 'You' to
the successful 100% Pure New Zealand advertising message was a
logical next step and is the natural evolution of our successful
decade-old message.
The new message, 'New Zealand 100% Pure You', 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.
New Zealand 100% Pure You aims to capture the imagination of our
target market whether they are in Melbourne, London, Guangzhou, Los
Angeles, Berlin or Tokyo by communicating the special combination
of activities, landscape, people and culture that create a uniquely
New Zealand experience.
View the three Australian television commercials that
launched 100% Pure internationally.
Consumer marketing and advertising
Consumer Marketing - including advertising, promotions and
online marketing work - is the most visible part of Tourism New
Zealand's work.
Increasingly Tourism New Zealand's advertising is evolving
from print, television, cinema and billboard advertising, to
greater use of technology to promote New Zealand as a holiday
destination to 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. The Internet has become a more
influential communication channel, and our advertising has moved to
embrace mobile media and social networking tools and to direct
consumers to New Zealand's award-winning travel website, www.newzealand.com.
Advertising is only as effective as the research that sits behind
it, which is why Tourism New Zealand has a dedicated marketing
research team that is continually analyzing visitor preferences,
opinions, trends and behaviour. The data this team gathers is used
to review and inform our campaign activity and to enable ongoing
evolution and focus that reflects the needs of those travellers who
are considering visiting New Zealand shores.
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
400 international journalists in New Zealand each year from print,
online and broadcast organisations.
Broadcast media are often the main target because they can best
capture what New Zealand has to offer, followed by high-profile
magazines, websites and newspapers.
Among the many media Tourism New Zealand has hosted in 2011 are
a host of international rugby media from the UK, the crew and
participants of the hit US reality TV series
The Biggest Loser, popular Australian reality television show
MasterChef, Australian
morning TV show TODAY and many travel writers from around the
world.
Influencing the Influencers
Tourism New Zealand is also hosting a growing number of
respected influencers - opinion leaders, journalists, writers and
thinkers who endorse New Zealand internationally. Influencers are
hosted with the understanding that they will gain widespread media
attention in New Zealand's main visitor markets.
Influencers are influential people who can effectively and
credibly promote the New Zealand experience through a variety of
media outlets, and can talk directly with Tourism New Zealand's
target market either online through their websites and blogs, or in
person at events in our offshore markets.
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.
Tourism New Zealand has hosted a number of influencers from across
our key markets since this programme began in 2007. In 2011, we
have hosted Japanese model and writer Kiki who visited in February
to walk the Milford Track. Phil Vickery, a high profile former
English Rugby captain, was hosted in May in Auckland, Wellington
and Dunedin to film destinational content and CBS News Travel
Editor Peter Greenberg has visited New Zealand to explore Auckland,
Hawkes Bay and Canterbury's hidden gems and personalities.
Part of the programme is about cultivating ongoing relationships
that will maximise future PR opportunities for New Zealand.
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.
Our media website - www.media.newzealand.com
- is an important part of Tourism New Zealand's global newsroom
work. We regularly publish story ideas, videos and media resources
that can be accessed online, 24 hours a day by international media.
Sourcing or commissioning good quality imagery (still or moving)
can also generate favourable results for New Zealand.
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
Bizarre bras, taking Bluff oysters to Sydney, and placing a
giant rugby ball under the Eiffel Tower in France - some of the
events that Tourism New Zealand is involved in are rather eclectic
- but then, that's the point. Catching the attention of our target
market offshore requires some creative thinking.
Tourism New Zealand gets involved with events that we know our
target market will attend, but also events that are likely to get
media coverage in outlets that our target market will read or
view.
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, the
100% Pure New Zealand Winter Games, Toast Martinborough,
Matariki (the Māori new year) and international yachting events
such as the
Louis Vuitton Trophy Series.
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.
As well as supporting these New Zealand-run events, 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.
These kinds of events draw huge amounts of media attention, as
well as giving consumers a taste of New Zealand in their home
countries.
Find
out more about RWC 2011
