'100% Pure New Zealand' has stood the test of time. It's a
stand-out country campaign that's delivered great results for New
Zealand, but after 10 years does it need to change?
According to Tourism New Zealand's General Manager Brand and
International Public Relations Catherine Bates, new target market
research shows that '100% Pure New Zealand' is just as relevant now
as it's ever been, but it is time for a refresh.
Tourism New Zealand has just undertaken in-depth research to
identify visitors who are actively considering New Zealand as a
holiday destination and what will drive them over the line to
visit.
Catherine Bates said the research was clear that New Zealand's
brand strengths remained our spectacular landscape and scenery,
getting in touch with nature and our natural environment.
"That is absolutely central to how people see New Zealand and
that remains what we communicate through the '100% Pure New
Zealand' campaign. What we need to do now is look at how we tell
people about the benefits of a holiday here. That's what will drive
them to actually book a holiday," she said.
The research found that overall people want a New Zealand
holiday to be fun and relaxing.
The things people want are to have fun and enjoy themselves,
they want to feel relaxed, learn and explore new things, feel
refreshed and happy, safe and comfortable and to reduce
pressure.
"New Zealand delivers well on all these things but our campaign
needs to really show them what that's going to look like in a New
Zealand setting."
Catherine Bates said one surprise from the research was that
people considering a New Zealand holiday were not overly
adventurous or looking to be challenged when they travel.
Also, rather than being seen as an "edgy" and adrenalin-fuelled
destination, people put New Zealand up against top, popular
destinations like Italy, France, Canada, Ireland, Australia and the
US when considering their next holiday.
"We need to work out a way to make New Zealand more popular. We
are up against mainstream destinations which have more visitors,
more people talking about them, they have celebrity cultures and
appear on television and film more than we do."
She said Tourism New Zealand would address that through its
digital marketing and social media strategy and through
international public relations work.
Tourism New Zealand's campaign and marketing work would also
change to make New Zealand appear more accessible, while remaining
true to its roots of nature and scenery.
"We need to be able to able to change from showing New Zealand
as a stunningly beautiful place with spectacular landscapes to a
showing it as a stunningly beautiful place where people can have
fun, experience new things and enjoy themselves."
So, while the '100% Pure New Zealand' line is here to stay, be
ready for a new look campaign which will start to roll out from
early next year.