In big news from across the ditch, Tourism New Zealand has launched its new global campaign, shining the spotlight on its iconic 100% Pure New Zealand brand.
The new initiative invites visitors to “find their 100%”, showcasing the people, places and experiences that make Aotearoa unique year-round.
Unveiled in the US this week, the campaign will soon roll out across New Zealand’s key visitor markets, including its biggest market, Australia. And its goal is clear: to encourage the 155 million people actively considering a New Zealand holiday to book right now.
The campaign highlights a wide range of experiences, from whale watching in Kaikōura and wine tasting in Queenstown to hiking Fiordland’s Hump Ridge, exploring Hobbiton and visiting Auckland’s Tiritiri Matangi wildlife haven. Tourism New Zealand worked closely with iwi, regional operators and industry partners to bring the campaign to life – and collaboration will remain key moving forward, says TNZ.
Developed with TBWA\New Zealand, the initiative refreshes the 25-year-old 100% Pure New Zealand brand (one of the world’s longest-running destination marketing campaigns), replacing the recent If You Seek initiative.
In addition, new Experience Planner tools and resources are ready for travel agents worldwide.
“This is our call for people around the world to be totally connected, present, inspired and fulfilled in one of the world’s most breathtaking destinations,” Tourism New Zealand CEO René de Monchy said.
“This is a rejuvenation for the 100% Pure New Zealand brand, and for travellers considering a trip here.
“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.”
Earlier this year, Tourism New Zealand refreshed its 100% Pure New Zealand Specialist Programme to educate travel sellers on Aotearoa New Zealand as a year-round destination. The programme aligns with Tourism New Zealand’s four-year strategy focused on growing year-round and off-peak arrivals (March – November).
Read more about what’s been going on in New Zealand in our wrap from the country’s biggest annual travel industry event, Trenz 2025.
