Consumer Marketing
Consumer marketing - including advertising, promotions and
online marketing work - is the most visible part of the 100% Pure
New Zealand campaign. It carries the 100% Pure New Zealand brand,
it shows the images familiar to those who know the campaign and it
is one of the easiest aspects of the campaign to control.
Section Highlights
Over the years Tourism New Zealand television commercials and
print advertisements have appeared in New Zealand's key tourism
markets around the world. Advertising is designed to speak to a
certain type of traveller, the kind that will get the most out of a
New Zealand holiday: who enjoys interacting with our people,
landscapes and culture and learning about the stories that link
these elements together.
Advertising was traditionally focused on print, television, cinema
and billboard advertising, but things have changed in the last few
years. New technology and an increasingly fragmented media
environment have given us the opportunity to put 100% Pure New
Zealand in front of 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, and showing television
commercials on digital screens in office buildings, train stations,
shopping centres, on the street and even in the backseats of
taxis.
The commercials have evolved over time to keep the brand fresh and
appealing to consumers. In the last few years new iterations of the
campaign have been designed to speak to specific groups of
consumers within our target market, with messages targeted to
different countries as well as sectors such as the 'visiting
friends and relatives' market and backpackers.
But the central message remains the same: come to New Zealand and
you will experience the special combination of landscape, people,
culture and activities that create a uniquely New Zealand
experience. A 100% Pure New Zealand experience.
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Last Updated on: 21 January 2010
In 2007, Tourism New Zealand launched a new era of the 100% Pure
New Zealand advertising campaign, with a focus on New Zealand as
the youngest country on earth.
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Last Updated on: 11 March 2010
The Aussies are coming! And Tourism New Zealand is making sure they come back again. Australia is our closest large tourism market and this means Tourism New Zealand can take...
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Last Updated on: 21 January 2010
Tourism New Zealand advertising in the UK has real travellers
and their experiences are at the heart of its message. So close to
the heart, in fact, that they're doing...
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Last Updated on: 2 February 2010
Come to New Zealand and get your life back - that's what Tourism New Zealand is promising consumers in the United States through its latest advertising campaign.
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Last Updated on: 19 January 2010
From an award-winning travel website to high-profile social
media campaigns, the Internet has been an integral part of 100%
Pure New Zealand since the beginning. But as the media environment...
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