Campaign Activity

Tourism New Zealand currently runs the 100% Pure New Zealand advertising campaign in a number of markets.

The campaign is focused on establishing and building an awareness of New Zealand amongst our target market, and gives our trade partners a platform to more successfully promote our destination.

Australia

In addition to the 100% Pure New Zealand global brand campaign, in Australia we also run the ‘What’s On’ campaign, specifically designed for that market. This campaign promotes short term future travel to New Zealand by focussing on upcoming seasons and uniquely New Zealand experiences.

The 'What's On' campaign runs in television and online media along with other ‘interactive screen’ mediums. Find more information on our current Australian campaign activity in our Australian Market Snapshot.

UK & Ireland

In September 2008 Tourism New Zealand launched a new campaign in this market, called ‘What do you say UK?’. The TVC, filmed in New Zealand, features travellers from these countries talking about their holiday in New Zealand and their impressions of the country. The campaign is based on research that shows that travellers from the UK & Ireland are most likely to be influenced when making their travel decisions by word of mouth recommendations from fellow compatriots.

The campaign is designed to give immediacy and urgency to the idea of coming to New Zealand rather than the current perception that New Zealand would be ‘nice to do one day’.

The campaign can be seen on television and online media along with other ‘interactive screen’ mediums. Find more information on our UK and Ireland campaign activity in our UK & Ireland Market Snapshot.

USA

In March of 2009, Tourism New Zealand launched the "Life Back Promise" campaign to support the 100% Pure New Zealand brand. Our global brand has run across a variety of screen media for the last 10 years, such as online, television and cinema. This new communication strategy will give our partners a stronger link to our brand work in the USA. After analyzing extensive amounts of research, we determined that many of our visitors from the United States consider their New Zealand vacation to be a life-changing experience. They are also only given a short amount of vacation time.

New Zealand is the essential nine day experience for Americans - to rejuvenate the mind, invigorate the body and enrich the soul - like nowhere else on earth. Our message to Americans is this: "Give New Zealand just nine of your 365 days this year and we'll give you your life back".

Find more information on our current USA campaign activity in our USA Market Snapshot.

Canada

Tourism New Zealand’s 100% Pure global brand campaign was launched in Canada for the first time in 2007. Now running in both British Columbia and Ontario the campaign runs via a range of screen media including television, online, cinema and video billboards.

Find more information on our Canada campaign activity in our Canada Market Snapshot.

China

In 2008 Tourism New Zealand launched the 100% Pure New Zealand global brand campaign in China for the first time. The campaign runs in Shanghai and runs on screen media including television and online channels.

Find more information on our China campaign activity in our China Market Snapshot.