New Zealand, 100% Pure You
Tourism New Zealand continues to market New Zealand internationally as a tourism destination, fuelling the desire of the world's travellers to visit these shores, now using New Zealand 100% Pure You.
The current campaign has evolved from the iconic 'New Zealand 100% Pure' advertising message, first launched in 1999. New Zealand 100% Pure You is used in the majority of our international marketing work - including advertising, international PR activity and online marketing, while New Zealand 100% Pure is used in event and sponsorship activity.
Major Tourism New Zealand research undertaken in 2010 suggested New Zealand could improve its appeal as a holiday destination by personalising its marketing message and focusing on more than stunning landscapes and awesome scenery. The addition of 'You' to the successful 100% Pure New Zealand advertising message was a logical next step and is the natural evolution of our successful decade-old message.
New Zealand 100% Pure You aims to capture the imagination of our target market whether they are in Melbourne, London, Guangzhou, Los Angeles, Berlin or Tokyo. Through the communication of a special combination of activities, landscape, people and culture that create a uniquely New Zealand experience, people actively considering New Zealand as their next holiday destination understand New Zealand as 100% Pure You.
Our marketing methods continue to evolve and change, but the core objective has not - to make New Zealand the most desirable destination in the world for our target market
For more information regarding this, go to our Corporate website
Our Target Market
These people are not just aware of New Zealand and interested in coming here 'some day'; they already have New Zealand on their list of preferred future holiday destinations. They are also aged over 18 and are willing to spend a minimum set amount on their holiday here.
Tourism New Zealand completed research to identify who these people are, what's important to them, what appeals about New Zealand and what a New Zealand holiday would look like for them.
The information gathered will be used to tailor New Zealand's marketing messages to the interests and priorities of this group of people in each market, with the aim of converting their interest in New Zealand into purchase of travel.
