Tourism New Zealand is bringing its ‘100% Pure New Zealand’ campaign back to the forefront, with the launch of a new refreshed video.
100% Pure New Zealand is one of the world’s longest running destination campaigns, launched almost 16 years ago.
The latest commercial, which was released this week, sees a completely new approach to the campaign including new images, branding and more.
Focusing on promoting the country’s many attractions, images of New Zealand’s famous sites and activities are accompanied with the message ‘Every day a different journey’.
Also new is the typography in the clip as well as the new hand crafted logo, which was developed by local designers and artists.
Tourism New Zealand chief executive Kevin Bowler described the bureau’s 100% Middle East and 100% Pure New Zealand campaigns as ‘extraordinarily successful’.
He explained that they have contributed significantly to an increase in international visitor numbers – even pushing tourism to new record levels.
“For the next phase of 100% Pure New Zealand, we’ll be emphasising our story of closeness and diversity – how our amazing landscapes and activities are all within easy reach.”
Kevin Bowler, Tourism New Zealand CEO
He added that the new commercial shows travellers more seamlessly one experience to the next through ease of movement and a series of film transitions.
“For example, in one transition the couple dive under water in Abel Tasman National Park in the South Island, only to emerge in Lake Taupo in the north,” he said.
A special remix of the hit ‘Young Blood’ by New Zealand band The Naked and Famous is also played throughout the clip.
The commercial will air in Australia next month.
