Tourism NZ reconnects to the world with a pure perspective in new work via Special Group

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100% Pure New Zealand is reconnecting with friends and past visitors around the world to share a reflection on what is important in life, as early signs of recovery begin to emerge for the island nation in a new campaign developed by Special Group New Zealand.


Despite borders remaining closed to international visitors for now, the team behind New Zealand’s tourism efforts felt it was an appropriate time to share a message of reflection, hope and aroha [love] as they begin to recover and look forward to welcoming visitors again in the future when safe to do so.

The video released today reinforces deeply important values embedded in the New Zealand way of life from its unique Māori culture.

Values such as kaitiakitanga [protecting and caring for people and place], manaaki manuhiri [welcoming and looking after all visitors] and whanaungatanga [treating others like family] are implicit in the storytelling.

Says Andrew Waddel, general manager, Tourism New Zealand: “We take great pride in welcoming Australian visitors to our place and showing them the Manaakitanga we have become known for. This is very important to us.

“We are now taken back to a time of simplicity and this gives us the opportunity to reflect on what’s important and what we hope to see for the future.”

New Zealand takes great pride in the welcome they share with international visitors.

Says Waddel: “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.

“We want to reassure future visitors that we are taking care of the nation island, and will continue to care for our place until we open up visitors.”

Ahead of international borders opening, Tourism New Zealand has been focused on encouraging New Zealanders to explore their own backyard with a new campaign launched last week. View it here.

Client: Tourism New Zealand
CEO: Stephen England-Hall
Director Marketing: Brodie Reid
Global Brand Manager: Jill Chestnut
Global PR Manager: Lauren Vosper

Agency: Special Group NZ
CCO: Tony Bradbourne
Senior Creative: Matt Simpkins
Head of Client Service: Storm Day
Head of Strategy: Rory Gallery
Senior Producer: Sally Lankshear
Business Director: Amelia Daly

Production Company: Sweetshop
Director: Dylan Pharazyn
DOP: Adam Luxton
EP: Kate Roydhouse
EP: Ben Dailey
Lead Editors: Luke Haigh
Sound Design: Liquid Studio
Composition: Maxwell Scott
Grade: David Gibson
Online: Stu Bedford