Tourism New Zealand unveils ‘100% Pure You’ global campaign via Assignment, Auckland
Tourism New Zealand’s long-running 100% Pure New Zealandmarketing message is evolving with a new campaign unveiled last night that puts visitors’ unique experiences at the heart of themessage by adding “You” to ‘100% Pure’.
The campaign, via Assignment, Auckland, includes television commercials, and digital and social channels (via Amnesia Razorfish, Sydney) and a new ‘100% PureYou’ tagline that, over time, will be used for all Tourism NewZealand advertising globally. It will be rolled out in NewZealand’s major North American, European and Asian markets by theend of February.
Chief Executive Kevin Bowler said the evolution would help takethe highly successful 100% Pure New Zealand marketing message tothe next level.
Research suggested New Zealand could further increase its appealas a holiday destination by personalising its marketing message andfocusing on more than stunning landscapes and awesome scenery, hesaid.
“We have identified people around the world already consideringtravelling to New Zealand who have the financial means to make thetrip. The addition of ‘You’ to the successful 100% Pure New Zealandadvertising message is a logical next step that will benefit NewZealand’s tourism industry by highlighting the many individualexperiences on offer.”
Tourism New Zealand General Manager Marketing CommunicationsJustin Watson said the new campaign would provide a better platformto bring to life the diverse tourism experiences available in NewZealand.
“The new global campaign will help us take New Zealand to theworld in a way that better connects with our target audience.Authentic and special experiences will become the major draw card,while the beautiful scenery and environment will be a vital part ofthe story as the backdrop.”
“We have stayed in close contact with New Zealand regionaltourism operators and industry during the development of the ‘100%Pure You’ message and the feedback we’ve received is that this newcampaign is sufficiently versatile to effectively promote manyaspects of the New Zealand experience.”
100% Pure New Zealand has been used to promote New Zealand as atourism destination since 1999. In November last year, New Zealandwas ranked the third strongest country brand in the world, up one place fromthe previous year and ahead of the USA, by FutureBrand’s CountryBrand Index.
About the Australian campaign
The 100% Pure You campaign includestelevision commercials which will be seen in the core markets ofNew South Wales, Queensland and Victoria in both the metropolitanand regional areas, supported by digital display advertising.
The campaign showcases the personal experiences of a young womanjet boating, a middle-aged father taking his children tramping anda young woman horse riding. They focus on the ‘feeling’ and benefitgained from the uniquely New Zealand experience. The emotion andexperience is captured by the proposition of 100% Pure You and whatthat means for the individual.
The advertisements coincide with an Air New Zealand promotionfrom Australia to New Zealand.
CREDITS
Agency – Assignment, Auckland
Writer – Kim Thorp
Art director – Howard Greive
Production company – Exposure
Director – Kevin Denholm
Digital and Social Media: Amnesia Razorfish
9 Comments
We open on a woman, late 30s talking to camera.
‘It’s always the unexpected things that make a holiday great.’
Jesus, did the strategy dept. write these bad boys?
awful
Who directed the TVCs?
Why are there Australians in ads about NZ?
Why is a Sydney Digital agency working on Ads about NZ?
I really can’t imagine who would have thought this was a good a idea.
Such a waste, such a shame.
well, not good but not as bad as OZ tourism crap
Many years ago some visiting smartarse described New Zealand as a ‘fish & chip paradise for connoisseurs of the mediocre’
As a young Kiwi student I was incensed.
I am even more incensed now as this drivel suggests he was right, just ahead of his time.
No digital agency worked on the TVC, the tvc where hand crafted, and slaved over by http://www.assignmentgroup.com oooh the website does not work….strange