New Zealand 100% Pure You
New Zealand 100% Pure You was launched internationally during
January and February 2011 and is a natural evolution of our iconic
campaign 100% Pure New Zealand.
The new campaign has helped print a very clear message for brand
New Zealand.
We've localised the message too. What's in it for me as an
elderly US visitor isn't quite the same as it is for a professional
couple from Shanghai. The idea is the same but the message is
locally optimised.
Read more about
100% Pure You.
…. in China
The message for China (and Japan) is that New Zealand 100%
'revives you'.
We launched our 100% Pure Revival campaign in China on 21
February.
On 15 April however, we switched to an interactive campaign
where active considerers could build a five-day revival tour of New
Zealand with five of their friends. It works so that when
active considerers log onto the site, it pulls their friends list
from Weibo (like Facebook) or MSN. Once in they lock in five
activities with five friends. This automatically posts an
invite on their five friend's weibo/MSN accounts. Once all
friends have accepted the invitation to join in on the activities
the trip is completed, and they go into the draw to win the holiday
that they've built - i.e. they get to take five friends to New
Zealand and do five great activities.
In China we have also 'partnered' with a number of airlines and
trade partners to deliver great airfares and deals throughout the
online campaign.