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
We've localised the message too. 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
To read more about
100% Pure You.
The message for Americans emphasizes that a vacation in New
Zealand is something that stays with you forever. You'll create
memories in New Zealand that will truly change you, and never leave
The 'New Zealand 100% Pure You' campaign was launched in the US
and Canada in January through a wide mix of online channels. The
launch coincided with the reveal of a new feature on newzealand.com
- 'The Top 10 Experiences That Will Never Leave You.' This
feature for Americans highlights the great range of activities they
can experience in New Zealand, all in a clear and simple way.
Since launching 'New Zealand 100% Pure You' in the US and Canada,
the campaign has been extended into joint venture activity with Air
New Zealand, Qantas and STA Travel, and focuses on sale
Over the next year we will be incorporating new video content into
the online mix to truly bring the 'New Zealand 100% Pure You'
message to life. This additional format will enable us to wow
customers with New Zealand's natural beauty in small format banners
- something that wasn't previously possible.