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