Tourism New Zealand launched a new campaign this month dedicated to business events. Promoting the country as a world-class destination to do business, the ‘100% Pure New Zealand – Beyond Convention’ campaign targets association groups, conference organisers and corporate decision makers in key markets throughout USA, China, Australia and South Asia.

International business events manager, Bjoern Spreitzer, says Tourism New Zealand is making significant steps forward in the implementation of its business events strategy with key initiatives underway and the recruitment of a growing team of experts.

“The ‘100% Pure New Zealand – Beyond Convention’ marketing campaign promotes the New Zealand business events offering using a group of key economic sectors as the focus for our message.

“While our campaign communicates New Zealand’s fantastic landscapes, welcoming hosts and world class venues, an additional focus is on talking directly to those sectors where New Zealand can deliver expertise and leadership. These include marine, aviation, agribusiness, health science, high value foods, and earth sciences.

“It delivers the message that an event in New Zealand goes far beyond the usual – with a range of unique experiences, set against stunning landscapes and welcoming people ready to host any event you desire.

The campaign launch comes after the government committed an additional $34 million to Tourism New Zealand to promote the country as an international business events destination.

“We have recruitment underway to build teams in Australia, China, Singapore and North America which will bring our new and expanded team to 14,” Mr Spreitzer says.

Tourism New Zealand is taking its business events offer to market with a presence at key trade shows such as CIBTM in Beijing, IMEX Las Vegas and Frankfurt, IT&CM Bangkok and Shanghai, and AIME in Melbourne.