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 London 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 the UK
The 100% Pure You 'Its about time' campaign launched in early
February 2011 highlighting the unique experience of visiting New
Zealand as well as driving a more immediate desire to
travel.
The campaign encourages potential travellers that there's no
better time than now to visit New Zealand, through a series of
emotive images depicting authentic experiences against the backdrop
of stunning landscapes.
'Its about time' campaign imagery showcased the personal
experiences of a couple kayaking, whale watching, wine tasting and
enjoying New Zealand's scenery. The focus was on the 'feeling' and
benefit gained from the uniquely New Zealand experience and
encouraging visitors there is no better time to have that
experience. The advertisements encourage viewers to click through
to www.newzealand.com/travel to plan their trip and view travel
offers.
The campaign was solely digital incorporating standard and rich
media online advertisements, using a combination of online
lifestyle and travel magazines as well as travel information sites,
integrated content on major travel networks and social media
sites
The first phase of the campaign ran until the end of April.