Tourism New Zealand has launched a stunning new campaign called ‘PURE’ in a bid to make the country one of the world’s greatest destinations by rethinking the entire way they approach tourism.
What does and should tourism in a post-COVID-19 world look like? Is this the defining moment in our history when we will reset tourism to ensure the long term sustainability and positive impact on the communities and environments we visit?
Taking influence from their long-standing ‘100% Pure New Zealand’ messaging mantra, this emotion-stirring new campaign asks as many questions of us all as it does outline answers on what we as societies might have learned from the last three months in lockdown.
The beautifully shot one and a half minute video features an elderly man on the phone to his daughter, sharing what he has experienced and learned through this time.
“Things have stopped still,” he says.
“The thing that’s really been impressive is the way that we’ve come together as people, in a way that this generation or many generations haven’t had to do. That’s the thing that I see.” He continues.
“Maybe it was a time to take stock of where we are.”‘
Throughout the video, we see gorgeous shots of unspoilt, natural New Zealand, interspersed with images of the man’s inter-generational family, and cultural Māori elements.
“When you think about what we’ve given up and what we’ve gained through this thing, it strips life back to what’s pure.”
Explaining the campaign, Tourism New Zealand General Manager Australia, Andrew Waddel says that the message establishes the idea that “tourism enriches the lives of locals, and in turn, the lives of visitors, creating a self-sustaining, long-term approach.”
The poignant video reinforces deeply important values embedded in the New Zealand way of life from its unique Māori culture.
“We know many people around the world feel a special connection to New Zealand. When it is safe to do so, we look forward to sharing it with you again.”
Andrew Waddel, Tourism New Zealand General Manager Australia
The Trans-Tasman bubble?
The highly anticipated Trans-Tasman travel bubble that could see Australians and Kiwi’s travelling between their respective countries appears to be ramping up with continuing discussions moving towards a rumoured start date of October.
READ: New Zealand Could Open It’s Borders To Aussies Before Queensland-does
Australia was New Zealand’s biggest visitor market last year and the confirmed opening of New Zealand’s ski fields from mid-June will only help further fuel the desire for Aussies to visit once more.
“Australians make up almost 40% of international arrivals to New Zealand, and around 24% of New Zealand’s international visitor spend. That’s especially significant in New Zealand, where tourism is the country’s biggest export industry.”
Andrew Waddel, Tourism New Zealand General Manager Australia
Ahead of international borders opening, Tourism New Zealand has also been focused on encouraging New Zealanders to explore their backyard with a new campaign launched last week ‘Do Something NEW New Zealand’.
Find out more: www.newzealand.com