Latest China campaign targets high value visitors

The latest 100% Pure campaign in China aims to attract high value groups and free independent tourists (FITs) by showcasing the diversity of New Zealand's unique experiences and attractions.   

'New Zealand ready go!' builds on our country's existing reputation for incredible landscapes and scenery by adding layers of 'escape' and 'adventure' activities to the distinctive New Zealand experience.

With the implementation of the new Chinese travel law, effective from 1 October, the activity has been carefully timed to increase preference for destination New Zealand.

"The new travel law has increased the price of travel to New Zealand on group tours but is still a positive development for New Zealand tourism, as it encourages higher quality, longer staying, free and independent visitors. This fits neatly with our strategy to increase the value of the Chinese market to New Zealand," says Tony Everitt, GM Asia Markets.

"Targeting this key audience, the campaign will work to help offset the expected short term adjustment period to the law, whilst also driving demand for travel to New Zealand ahead of key booking periods."

Running through to December, the activity focuses on increasing the amount of time Chinese visitors spend in New Zealand, by encouraging them to do more and see more while here.

The campaign uses interactive media, providing information, including itineraries, activities and products, to increase awareness and preference of New Zealand as a holiday destination with the target audience.

Read more about Tourism New Zealand's marketing activity here.