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.
100% Pure New Zealand tells the story of how this country's
unique combination of landscapes, people and activities cannot be
found anywhere else in the world - it is a "100% Pure New Zealand"
Over the years it has been used as 100% pure relaxation,
100% pure welcome, 100% pure adrenalin, and 100% pure you - all
connected back to the core premise of 100% Pure New Zealand
The latest adaption is 100%
Middle-earth, 100% Pure New Zealand, leveraging the huge
exposure New Zealand is getting around the world from the first
100% Middle-earth, 100% Pure New Zealand was named best
destination marketing campaign at the 2012 World Travel Awards
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
Consumer marketing and advertising
Consumer Marketing - including advertising, promotions and
online marketing work - is the most visible part of Tourism New
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.
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.
Our consumer website, www.newzealand.com, is the
main way Tourism New Zealand provides information about New Zealand
to international visitors. The goal of newzealand.com is to connect
consumers with travel sellers.
The site offers interactive 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. There are now over 20
market versions of the site, with nine of the editions either
lartly or fully translated. All campaign activity drives
visitors to newzealand.com.
The website has twice won the international Webby Award for best
tourism site in the world.
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 public relations team. Tourism New Zealand's
international media programme hosts around 150 international
journalists in New Zealand each year from print, online and
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
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
Every year our international media programme hosts journalists for
events such as the World of Wearable Art Awards Show (WOW),
the New Zealand 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
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.
Working with the travel 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.
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