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 campaign puts visitors' unique experiences at the heart of
the message to encourage visitors to New Zealand by adding "You" to
'100% Pure'.
Authentic and special experiences are the major draw card, while
the beautiful scenery and environment will be a vital part of the
story as the backdrop.
The campaign will be adapted for each region. What's in it
for me as a visitor from LA 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.
To read more about
100% Pure You.
…in Germany
The 100% Pure You 'Discover New Zealand and find yourself'
campaign launched in March 2011 to convey the unique, authentic and
diverse experiences a visit to New Zealand offers.
The campaign imagery showcased the personal experiences of a
couple kayaking, whale watching and enjoying New Zealand's scenery.
The advertisements encouraged viewers to click through to
www.newzealand.com/travel to plan their trip and view travel
offers.
100% Pure You 'Discover New Zealand and find yourself' encourages
potential travellers to discover the country with all their senses,
with banners featuring panoramic images of nature as well as
activity and leisure pursuits. Media placement was primarily
digital and included travel and weather, news portals and network
and social media websites.
Further activity has included rich-media showcasing Rotorua and
Milford Sound as well as a personalised travel itinerary banner
developed through user interaction.