It took two years to create and it’ll spend another two years running across social media in key Kiwi markets where it’ll entice more travellers to visit New Zealand’s remote destinations.

The latest 100% Pure New Zealand ad was released this week with the aim of showcasing how each of the country’s hidden gems connect to the other.

Called ‘Where One Journey Leads to Another’, the two-minute ad cost the bureau nearly $3 million, according to the New Zealand Herald, with filming shot specifically for vertical screens aka mobile devices.


Tourism New Zealand’s Director of Marketing, Andrew Fraser, said travellers, particularly Aussies, are seeking “more diverse and enriching holiday experiences” in New Zealand, which this clip aims to unearth.

“We wanted to show the range of experiences and hidden gems that New Zealand has to offer and inspire travellers to go beyond the key hubs.”

Andrew Fraser, Tourism NZ Director of Marketing

“The campaign aims to inspire travellers with the unexpected regional experiences on offer, delivering this right into their hands, with this mobile-led creative.”

Travellers exposed to the clip on Facebook, Google, WeChat and Oyer will see images of New Zealand’s less explored regions such as Poor Knights Islands marine reserve where visitors can go diving and Abel Tasman National Park, a top spot for glamping.


Other highlights of the video include the ice tunnels on Franz Josef Glacier as well as the the magical Hobbiton Movie Set in Hamilton-Waikato.

Craig Brooks, TBWA Deputy Executive Creative Director, believes the ad captures the country’s “sense of serendipity” and reveals how one great experience leads to the next.

Check out the clip below:

What do you think of the new ad?