The new campaign puts the focus firmly back on the “100% Pure New Zealand” trademark, following the “If you seek” campaign that has been running since 2022.
With a “Find your 100% Pure New Zealand” slogan, the campaign is a return to a more classic tourism brand after the tongue-in-cheek “If you seek” marketing.
“This is a rejuvenation for the 100% Pure New Zealand brand, and for travellers considering a trip here,” said Tourism New Zealand’s chief executive René de Monchy.
“We’re inviting the world to discover that New Zealand isn’t just a place you visit, it’s a place which fosters deep connection with the locals, with those you’re travelling with, leaving you totally fulfilled.
“We know a trip to New Zealand is about more than just landscapes and landmarks. There truly is something for everyone, whether that’s adventure-seeking thrills, finding total rejuvenation in nature or enjoying our world-class culinary scene.”
Business events assets under the new campaign are in the works, although the debut timeframe of these has yet to be confirmed.
Speaking to micenet on Wednesday, de Monchy suggested the new campaign may be better suited to business events adaption than the “If You Seek” brand that it is replacing.
The campaign will roll out from Thursday in the United States and on global social channels before being activated in other core visitor source markets for New Zealand via digital, trade and industry activities.
The 100% Pure New Zealand brand has been in the market for more than 25 years and is one of the world’s longest running tourism campaigns.
