James Cameron in 100% Pure New Zealand will roll out in Tourism New Zealand’s markets around the world, as a key part of the tourism board’s marketing and PR activity for the year ahead.
Tourism New Zealand Chief Executive Kevin Bowler is confident the James Cameron video will inspire more people to visit New Zealand to discover it for themselves. He says: “Having someone of the calibre of James Cameron sharing his personal stories and insights while exploring some of New Zealand’s most beautiful places is of immeasurable value for New Zealand. James and his family have chosen to have a home in New Zealand and continue to be inspired by our beautiful landscapes and welcoming, creative people.
‘‘I am sure that this video, which perfectly captures James’s passion for exploration and his curiosity, will inspire many more people to travel to New Zealand and discover it for themselves. After all, it’s unlike anywhere else in the world.”
In January this year Cameron and his wife Suzy Amis Cameron spent four days filming, taking in the natural wonders of the South Island. The video shows the couple as they walk on the Tasman Glacier, kayak through a Dart River canyon and take in the sweeping views of Blanket Bay by helicopter. They hike on the alpine Routeburn Track, cycle beside Lake Pukaki and visit Mount Alfred in the Glenorchy area near Queenstown.
The Cameron family have lived in New Zealand for four years, on a coastal estate in the Wairarapa where he is immersed in the development of the next Avatar. They divide their time between New Zealand and California. Cameron’s personal connection with New Zealand stems from his very first visit in the mid-nineties. “I came as a stranger, I knew very little about New Zealand, and I left in love with it. Not just the beauty of the land that is very seductive, but the dynamic spirit of the people. I had never felt a connection to a place that strongly before. And I never really lost that dream.”
“If you enjoy the outdoors and you enjoy a sense of adventure, you’re not going to be able to beat this place anywhere in the world. If you happen to like helicopters like I do, you could see ten of the most stunning places you’ll see in your lifetime in a day. If you are driving, an hour and a half or two hours, the country just unrolls toward you like an IMAX film.”
A world renowned explorer and environmentalist, Cameron’s video captures his great love of the outdoors. He says: “When you see something you have never seen before, it’s a wonderful experience. It’s like a living painting; it’s never the same view two days in a row.”
Daniel Borgman, the Auckland resident and New Zealander who directed the Tourism New Zealand video says: “Having been born and bred in the South Island, it has been a poignant moment in my career to be telling its story through the eyes of James Cameron. As one of the most respected filmmakers of our time, to have him in front of the camera has allowed us to create a really special and atmospheric piece of content we are all extremely proud to share.”
Check out the campaign on newzealand.com.