Welcome to the Youngest Country on Earth

Date: 29 August 2007

Tourism New Zealand has launched a new era of its highly successful 100% Pure New Zealand campaign, with the focus on New Zealand as the youngest country on earth.

According to historians, New Zealand was the last habitable landmass on earth to be settled by humankind.

"With New Zealand being the last country on earth to be settled, we believe people can come here and experience life as it should be," Tourism New Zealand chief executive George Hickton says.

"This is a unique selling point for New Zealand and our youth sums up what visitors experience when they come here."

Tourism New Zealand has also linked up with the creative talent at Wellington-based Weta Digital to celebrate New Zealand’s culture and history.

Weta has put together a stunning animation to illustrate the tale of Maui hauling the North Island from the sea.

"The animation is breathtaking and it brings to life one of New Zealand ’s oldest stories using some of its greatest talent and youngest technology," Mr Hickton said.

The new campaign builds on the 100% Pure New Zealand brand, which is has a high profile and is second only to the All Blacks in brand recognition overseas.

As well as new imagery and content, Tourism New Zealand has shifted its thinking in how it will market New Zealand overseas.

Traditionally, Tourism New Zealand has promoted the country through television commercials and through the print media; in future it will focus more on talking directly to consumers via the internet, mobile phones, social sites, blogs, podcasts and other emerging technologies.

"One of the main changes will be to embrace new technology and to provide content to people when they want it, where they want it, how they want it," Mr Hickton said.

For further information contact:

Cas Carter, Corporate Communications, Tourism New Zealand

Mob 021 915 410

Source: Tourism New Zealand Press Release