100% Pure Campaign

Since its launch in 1999, 100% Pure New Zealand has been constantly evolving. Here you can see a selection of our television and print ads, as well as the campaign in various markets.

Latest Developments

The 100% Pure New Zealand campaign is used in all New Zealand's key markets for trade and consumer events, advertising and marketing. The campaign is flexible enough to deliver new messages whilst maintaining the strong branding of 100% Pure. Here are some recent examples of our work.

AUSTRALIA: Autumn "What's On" Campaign Visitor arrivals from Australia have jumped 9% since Tourism New Zealand launched its successful "What's On" Australian campaign in August 2006. You can view the new Autumn "Green and Gold" ad here: VIEW AUTUMN AD

GLOBAL: 100% Pure New Zealand Tourism New Zealand has launched a new era of its highly successful 100% Pure New Zealand campaign. Check out the long version of the latest television commercial here... You can see the ad here: VIEW 2007 BRAND LAUNCH AD

GLOBAL: 100% Pure New Zealand Tourism New Zealand has launched a new era of its highly successful 100% Pure New Zealand campaign. Check out the latest television commercial here... You can see the ad here: VIEW 2007 BRAND LAUNCH AD

AUSTRALIA: Spring 'What's On' Campaign Tourism New Zealand is taking a giant leap forward with its latest What's On campaign in Australia, using text downloading and other new media alongside traditional advertising to offer a spring pass to Australian visitors. Check out the television commercial here... You can see the ad here: VIEW SPRING AD

AUSTRALIA: APEC With just a month until APEC descends on Sydney, Air New Zealand and Tourism New Zealand have launched a campaign to encourage Sydneysiders to not just leave the city, but leave the country. Check out the television commercial here... You can see the ad here: VIEW APEC AD

AUSTRALIA: Green and Gold 'What's On' Campaign The What's On 100% Pure New Zealand campaign in Australia aims to make Australians aware of the variety of activities and attractions there are to do in New Zealand, especially in the shoulder seasons - spring and autumn. This advertisement plays on NZ's autumn colours to showcase NZ in this season. You can see the ad here: VIEW GREEN AND GOLD 'WHAT'S ON' CAMPAIGN AD

AUSTRALIA: Ski New Zealand 'What's On' Campagin New Zealand is a popular destination for Australians wanting to take a ski holiday. This ad uses the What's On theme to encourage Australians to book their winter holiday to New Zealand now. You can see the ad here: VIEW SKI NEW ZEALAND CAMPAIGN AD

AUSTRALIA: What's On Campaign The What's On 100% Pure New Zealand campaign launched last August. Fronted by Petra Bagust and Robbie Magisiva, it aims to give Australians more reasons to come to New Zealand and to come now. You can see the ad here: VIEW 'WHAT'S ON' CAMPAIGN AD

THE UNITED KINGDOM: 100% Pure NZ TVC 'Your Timing Is Perfect' Many people in the UK say they want to come to NZ - one day. The voiceover to this TVC encourages potential visitors to not wait, but book their ticket and come now. You can see the ad here: VIEW UK 100% PURE NZ TVC 'YOUR TIMING IS PERFECT' AD

THE UNITED STATES: 100% Pure NZ TVC 'Be Here By Morning' One of the key barriers to overcome in the US market is the perception that NZ is two days away. Voiceover to the attached ad lets US consumers know that they can be in New Zealand after only a night's travelling. You can see the ad here: VIEW US 100% PURE NZ 'BE HERE BY MORNING' AD

THE UNITED STATES: 100% Pure NZ TVC Emmys Ad Tourism New Zealand is running a NZ$8.1m 100% Pure campaign in the US this year. Part of this campaign was TV advertising developed specifically for viewers of the 2006 Emmy Awards in September. The Emmys television coverage was viewed by 16 million people. You can see the ad here: VIEW US 100% PURE EMMYS AD