Tourism New Zealand unveils new digital marketing campaign

100% Pure You puts travelers on the spot

Tourism New Zealand’s long running 100% Pure campaign enters a new phase this week with the digital media launch of a UK marketing campaign putting visitors’ unique New Zealand experiences at the heart of the message, by adding ‘You’ to ‘100% Pure’.

The New Zealand 100% Pure You messaging will be used in conjunction with the line ‘It’s about time’ that cleverly highlights both the unique experience of visiting New Zealand as well as driving a more immediate desire to travel.  The new campaign encourages potential travellers that there’s no better time than now  to visit New Zealand, through a series of emotive images depicting authentic experiences against the backdrop of stunning landscapes.

Gregg Anderson, General Manager Western Long Haul Markets at Tourism New Zealand says: “Over the last ten years our ‘100% Pure’ advertising message has been hugely successful in building awareness for New Zealand as a destination. Its natural evolution to ‘New Zealand 100% Pure You’, and the current line ‘It’s about time’ really signifies our shift in focus to target people who are actively considering New Zealand for a holiday and encourage them to travel soon.”

The campaign incorporates SEM, standard and rich media online ads, a social media campaign and integrated partnerships with the trade. The first phase of the campaign will run until the end of April and will use a combination of online lifestyle and travel magazines as well as travel information sites, integrated content on major travel networks and high reach networks.

“Recent research shows that the internet is involved in 85% of holiday purchases*. This, combined with our own research into our ‘Active Considerers**’ market in the UK made digital our natural choice.  It allows us to inspire and inform would-be visitors in the same space they are researching and booking travel and allows us to connect directly to them,” added Mr Anderson.

The current imagery showcases the personal experiences of a couple kayaking, whale watching, wine tasting and enjoying New Zealand’s scenery. Combined with the ‘It’s about time’ line, the focus is on the ‘feeling’ and benefit gained from the uniquely New Zealand experience and encouraging visitors there is no better time to have that experience. The advertisements encourage viewers to click through deep into www.newzealand.com/travel to plan their trip and view travel offers.

Developed with agency partners Assignment and Razorfish, the ‘New Zealand 100% Pure You’ campaign will be used for all Tourism New Zealand advertising globally, having been launched in Australia last month and rolling out in Zealand’s major North American, European and Asian markets by the end of February.

Tourism New Zealand’s total expenditure for UK and Europe for 2009/2010 was NZD14.126 million.

The 100% Pure New Zealand brand has been used to promote New Zealand as a tourism destination since 1999.

In November last year, New Zealand was ranked the third strongest country brand in the world, up one place from the previous year and ahead of the USA, by FutureBrand’s Country Brand Index.

Valere Tjolle
Valere Tjolle is editor of the Sustainable Tourism Report Suite – special offer www.travelmole.com/stories/1146486.php