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New Zealand and offshore support costs support the delivery of all six outputs.

Activity Performance

FY15 Actual $000s

FY15 Budget $000s

Appropriation 1: Marketing of New Zealand as a visitor destination

Activity 1: Deliver key visitor messages through the 100%

Pure New Zealand campaign activity



Activity 2: Deliver key visitor messages through third

parties such as media, opinion leaders and broadcast




Activity 3: Partner with travel industry to convert interest

in New Zealand into travel and to extend marketing reach



Activity 4: Inform and inspire global travel sellers to assist

them to market New Zealand



Activity 5: Deliver inspiring and informative information to

potential visitors



Activity 6: Communicate and engage with New Zealand’s

tourism industry to align industry investment with

Tourism New Zealand areas of focus



New Zealand and offshore support costs







Activity 1: Deliver key visitor messages through the 100% Pure New Zealand

campaign activity

New Zealand’s 100% Pure New Zealand campaign is held in high regard and consistent messaging of this proposition has

made it one of the most recognised and respected destination campaigns globally.

Tourism New Zealand continues to drive improvements in balancing the localisation of work with global insights and

shared learning from previous work.


Tourism New Zealand’s target audiences are those who are already actively considering a visit to New Zealand. As

Tourism New Zealand’s understanding of active considerer markets has increased (a result of in-market experience and

investment in market research), it has become possible to more accurately target activity towards higher value segments

and special interest sectors within key visitor markets.

Tourism New Zealand activity focuses on reaching active considerers primarily via the use of advanced digital marketing

tools. Digital marketing allows more accurate audience selection and minimises media wastage. During FY15, activity

has focused on high value segments and delivering a programme of fully integrated campaign, PR and trade activity to

maximise the effectiveness of delivery. Key campaign activities included:

‘100% Pure New Zealand and 100% Middle-earth’; FY15 has seen the continuation of ‘Hobbit’ activity, to ensure

opportunities from the third and final Hobbit film were capitalised on.

Through the delivery of Tourism New Zealand’s Māori culture and capability strategy, deeper integration of Māori

culture was built into marketing activity to leverage New Zealand’s unique cultural position through typography and

design elements.