Tourism New Zealand has this year launched a ‘New Zealand 100% Pure You’ consumer marketing campaign in key visitor markets around the world.
The campaign focuses on the memorable and unique experiences visitors can have within New Zealand’s beautiful landscape. Campaign imagery and taglines are tailored for different markets with the goal of motivating consumers who are already considering travel to New Zealand to take the next step and book their trip.
The New Zealand 100% Pure You campaign began in Australia in January 2011 with online advertising and three television commercials screening to an audience of millions in New South Wales, Queensland and Victoria.
The commercials featured young woman jet boating, a middle-aged father taking his children walking and a young woman horse riding, to showcase some of the unique experiences available in New Zealand. Further 100% Pure You commercials began airing in Australia in February to promote skiing in New Zealand during the coming winter.
Other campaigns running in Australia include ‘There’s Too Much To Miss’, targeting the youth market, and seasonal winter and summer campaigns featuring television commercials as well as online advertising and joint travel deals. New Zealand regions will continue to be highlighted in 2011 as a result of the joint venture marketing fund made available by the New Zealand Government.
Find more information on our current Australian campaign activity and statistics, have a look on our corporate website.
UK & Ireland
Tourism New Zealand is running a tailored version of the New Zealand 100% Pure You campaign in the UK. The campaign includes online display advertising carrying a "New Zealand, it’s about time" tagline on major UK media and travel sites.
The imagery and tagline used in the campaign were chosen based on research conducted in 2010 which found that UK travellers have a preference for holiday destinations where they could feel happy, have fun, relax, and learn and explore new things.
Find more information on our UK and Ireland campaign activity in and recent statistics on our Corporate website.
New Zealand 100% Pure You launched in the US in 2010. The US version of the campaign includes the ‘New Zealand Never Leaves You’ tagline and features display advertising on major media and travel websites.
Like other tailored versions of the campaign, the imagery and tagline used are based on Tourism New Zealand target market research conducted in 2010. The research found that US travellers are looking for a holiday destination where they could have fun, enjoy themselves, feel happy and relax.
Find more information on our current USA campaign activity and recent statistics on our Corporate website.
A Canadian version of the New Zealand 100% Pure You campaign began in the first quarter of 2011. It carries the same "New Zealand Never Leaves You" tagline as the US version, and features online display advertising on major Canadian news and travel sites.
Tourism New Zealand has stepped up its marketing efforts in China in 2011 to capitalise on the rapid growth in outbound travel from the Chinese market. The Chinese version of the New Zealand 100% Pure You campaign carries a "New Zealand 100% Revives You" tagline and includes display advertising on major Chinese media and travel websites.
The images and tagline used for the campaign were chosen based on 2010 target market research that found Chinese travellers were looking for a holiday destination where they could rejuvenate, relax, and feel comfortable.
Other marketing work underway in China includes social media campaigns on popular Chinese networking sites such as www.kaixin001.com, and joint-campaigns with airline partners.
Find more information on our China campaign activity and recent statistics go to our Corporate website.
The New Zealand 100% Pure You campaign launched in Japan was postponed until April following the March 11 earthquake and tsunami that struck Japan’s east coast.
The campaign carries the same "New Zealand 100% Revives You" tagline as the Chinese market, but features different imagery. Just like in the majority of other major New Zealand visitor markets, the campaign includes display advertising on major media and travel sites.
Other recent campaign work in Japan has included the ‘Kia Kaha (Be Strong) movement’, run following the March tsunami and earthquake. The campaign recognised the camaraderie of people in the travel industry with New Zealand and Japan travel connections. It included a www.kia-kaha.net website providing information, as well as downloadable material such as online banners and wallpaper that could be used by those wanting to show solidarity.
Find more information on our Japan campaign activity and recent statistics go to our Corporate website.