Tourism NZ screens another Pure lure
Tourism New Zealand is targeting special interest travellers with the latest edition of its 100% Middle-earth, 100% Pure New Zealand campaign.
The new look campaign was revealed with the release of the updated 60-second commercial on newzealand.com.
Scenes depicting visitors playing golf, cycling, hiking and enjoying premium holidays are the newest editions to the 14-year old 100% Pure New Zealand campaign.
Tourism New Zealand chief executive Kevin Bowler says special interest marketing is about targeting travellers who decide their holiday destination based on participation in specific activities while they are there.
"Special interest travellers tend to spend more and stay longer than travellers seeking a more general leisure experience," he says.
"For example, over the past five years, 318,000 international tourists participated in a cycling activity. On average, these travellers spend close to $4,000 per trip, compared to $2,500 for all other visitors."
International visitor arrivals data for January-July 2013 show holiday arrivals into New Zealand are up almost 10% on last year.
Ian Jarrett
Have your say Cancel reply
Subscribe/Login to Travel Mole Newsletter
Travel Mole Newsletter is a subscriber only travel trade news publication. If you are receiving this message, simply enter your email address to sign in or register if you are not. In order to display the B2B travel content that meets your business needs, we need to know who are and what are your business needs. ITR is free to our subscribers.

































Qatar Airways offers reduced timetable to over 60 destinations
Hands In, UATP join forces for airline multi-card payments
AirlineRatings reveals world's safest airline rankings for 2026
Vietnam warns airlines of possible flight reductions amid jet fuel shortages
Fliggy opens AI-powered travel bookings and developer tools