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.
According to historians, New Zealand was the last habitable
landmass on Earth to be settled by humankind. This youthfulness is
unique to New Zealand and conveys everything that is fresh and
unspoilt about the country and its people.
In 2007, the idea of 'the youngest country on Earth' became the
central idea behind a relaunch of the 100% Pure New Zealand
campaign.
With the assistance of Wellington-based Weta Digital, Tourism
New Zealand created a new television commercial featuring the Māori
creation story and the North Island being hauled from the sea like
a giant fish.
The 'Youngest Country' commercial draws viewers into the action,
showing visitors interacting with New Zealanders, experiencing the
thrills of the activities we offer and interacting with our
landscapes and culture. It conveys the openness of our people and
the youth and vibrancy of our culture.
Going global
The campaign launched in November 2007 with a 24-hour takeover
of YouTube's global homepage. An estimated 600,000 people from
around the world saw the new television commercial on YouTube in the first
24-hours and another 572,000 or more have watched it since.
Launching in the UK, US, Australia and Japan, the new commercial
has since appeared in Canada, India, China, Germany and South
Korea.
It has shown on television, online and in cinemas, as well as on
digital billboards in crowded subway stations, alongside busy
motorways or in office buildings and shopping centres. Wherever
consumers see the message, 100% Pure New Zealand provides a stark
contrast to their daily lives in many of our key markets.
In several countries - Australia, the US
and UK - where awareness of the
100% Pure New Zealand campaign is already high, new
country-specific iterations of the campaign have been introduced to
further boost awareness and encourage booking.
But in all cases 'The Youngest Country' remains an important
part of the advertising mix, building the brand for New Zealand and
ensuring the destination is high on the wish-lists of our target
market.
All advertising directs consumers to Tourism New Zealand's
award-winning consumer travel website, www.newzealand.com, which now attracts around
10 million user sessions every year.