New Zealand 100% Pure You
'100% Pure You' campaign takes the highly successful '100% Pure
New Zealand' to a new level.
The new message, '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.
Tourism New Zealand knows the experience a 50 year old Japanese
traveller wants in New Zealand will often be different to the
experience a young German backpacker is looking for. The '100% Pure
You' message is tailored in different markets to ensure it strikes
the right chords with those travellers who are most likely to want
to come to New Zealand, and those travellers that New Zealand most
wants to attract.
To read more about
100% Pure You.
....in Australia
The Australian market became the first to experience the next
evolution of '100% Pure' on 9 January, 2011.
Australia is the only country in which Tourism New Zealand
currently uses television commercials to communicate with people
considering a visit to New Zealand. In all our other markets we
prioritise digital media.
The first television commercials for the '100% Pure You' campaign
in Australia showcased the personal and uniquely New Zealand
experiences of a young woman jet boating, a middle-aged father
taking his children walking and a young woman horse riding.
A fourth 100% Pure You commercial began airing in Australia in
February to promote skiing in New Zealand during the coming
winter.
The commercials have been screening to an audience of millions in
metropolitan and regional areas of New South Wales, Queensland and
Victoria. Scroll to the top of this page to view them all. The
commercials are supported by digital display advertising on major
Australian websites.
To coincide with the launch of 'New Zealand 100% Pure You', Air
New Zealand launched television advertisements in partnership with
Tourism New Zealand sporting the 'New Zealand 100% Pure You'
tagline.