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New Zealand’s iconic ‘100% Pure’ campaign celebrates 25 years of pure magic

Tourism New Zealand’s (TNZ) renowned ‘100% Pure New Zealand’ campaign is marking a significant milestone this year, celebrating 25 years of captivating the world with its pristine landscapes and unique cultural experiences.

Tourism New Zealand’s (TNZ) renowned ‘100% Pure New Zealand’ campaign is marking a significant milestone this year, celebrating 25 years of captivating the world with its pristine landscapes and unique cultural experiences.

Launched in 1999 to the iconic sounds of Crowded House’s, ‘Don’t Dream it’s Over’, the ‘100% Pure New Zealand’ campaign has since grown from a simple tagline into a global brand recognised for its authenticity, green ethos and stunning visuals.

Two and a half decades on, it has successfully positioned Aotearoa as a dream destination for travellers seeking adventure, natural beauty, and a rich cultural tapestry.

Tourism New Zealand CEO René de Monchy expressed immense pride in the campaign’s enduring success: “Reaching the 25-year milestone of ‘100% Pure New Zealand’ is a testament to the captivating beauty and spirit of our country. It’s an incredible achievement that we are all immensely proud of.”

The campaign’s initial success stemmed from its authentic movie-like portrayal of Aotearoa’s diverse landscapes and experiences. From the lush green forests and rugged coastlines to the vibrant Maori culture and even mythical Middle Earth in 2012, ‘100% Pure New Zealand’ has always been about showcasing the country’s true essence in an epic way while evolving its tourism story and product and experience offerings.

No wonder the world fell in love with the place and its people.

Even as global travel halted in 2020, the campaign continued, with a heartfelt ‘Messages from New Zealand’ edition designed to inspire hope and friendship and remind people to look after each other and the planet through shared values.

“In the early days, the campaign was about showing the world who we are—our landscapes, our people, and our culture,” de Monchy said. “Over the years, it has evolved to highlight the depth and breadth of experiences available in New Zealand, from adventure tourism to luxury escapes and everything in between.”

Tourism New Zealand’s strategic use of stunning imagery and compelling storytelling has made the ‘100% Pure New Zealand’ campaign a global phenomenon. The campaign’s success can be seen in its impact on tourism numbers, with millions of visitors drawn to New Zealand each year.

“Visitors are often struck by the contrast and variety they find in New Zealand,” de Monchy noted. “One day, you can be exploring an ancient rainforest, and the next, you’re skiing on a pristine mountain. It’s this incredible diversity that keeps people coming back.”

As the campaign enters its next quarter-century, sustainability and responsible tourism remain at the forefront of Tourism New Zealand’s strategy with the latest iteration, ‘If You Seek,’ designed for curious, caring connectors. The organisation is committed to ensuring that the natural beauty and cultural heritage showcased in the campaign are preserved for future generations.

“We are deeply committed to sustainable tourism practices that protect and preserve our environment,” de Monchy emphasised. “Our goal is to ensure that visitors can enjoy New Zealand’s wonders for many years to come while also contributing positively to our communities and ecosystems.”

Where to now?

Rene_De_Monchy
Tourism New Zealand CEO René de Monchy

As TNZ celebrates its proud milestone, the future looks bright for ‘100% Pure New Zealand.’ The campaign will continue to develop, embracing new technologies and trends to reach an even wider audience.

“Technology and social media have changed how we connect with potential visitors,” de Monchy said. “We’re excited to explore new ways to share the ‘100% Pure New Zealand’ story and inspire travellers from all over the world to experience the magic of our country.”

It’s hoped that the latest iteration of the campaign will help build on welcoming back more Australians in the coming year following the end of the travel halt. In the year up to February 2024, 1.27 million Australians visited New Zealand, still down slightly from 1.54 million in 2019.

However, while overall arrival recovery is approximately 83 per cent compared to 2019, tourism’s economic value has impressively surpassed pre-pandemic levels.

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