Tourism New Zealand unveils ‘100% Pure You’ global campaign via Assignment, Auckland
Tourism New Zealand’s long-running 100% Pure New Zealandmarketing message is evolving with a new campaign unveiled last night in Australia that puts visitors’ unique experiences at the heart of themessage by adding “You” to ‘100% Pure’.
The campaign, via Assignment, Auckland, includes television commercials, and digital and social channels (via Amnesia Razorfish, Sydney) and a new ‘100% PureYou’ tagline that, over time, will be used for all Tourism NewZealand advertising globally. It will be rolled out in NewZealand’s major North American, European and Asian markets by theend of February.
Chief Executive Kevin Bowler said the evolution would help takethe highly successful 100% Pure New Zealand marketing message tothe next level.
Research suggested New Zealand could further increase its appealas a holiday destination by personalising its marketing message andfocusing on more than stunning landscapes and awesome scenery, hesaid.
“We have identified people around the world already consideringtravelling to New Zealand who have the financial means to make thetrip. The addition of ‘You’ to the successful 100% Pure New Zealandadvertising message is a logical next step that will benefit NewZealand’s tourism industry by highlighting the many individualexperiences on offer.”
Tourism New Zealand General Manager Marketing CommunicationsJustin Watson said the new campaign would provide a better platformto bring to life the diverse tourism experiences available in NewZealand.
“The new global campaign will help us take New Zealand to theworld in a way that better connects with our target audience.Authentic and special experiences will become the major draw card,while the beautiful scenery and environment will be a vital part ofthe story as the backdrop.”
“We have stayed in close contact with New Zealand regionaltourism operators and industry during the development of the ‘100%Pure You’ message and the feedback we’ve received is that this newcampaign is sufficiently versatile to effectively promote manyaspects of the New Zealand experience.”
100% Pure New Zealand has been used to promote New Zealand as atourism destination since 1999. In November last year, New Zealandwas ranked the third strongest country brand in the world, up one place fromthe previous year and ahead of the USA, by FutureBrand’s CountryBrand Index.
About the Australian campaign
The 100% Pure You campaign includestelevision commercials which will be seen in the core markets ofNew South Wales, Queensland and Victoria in both the metropolitanand regional areas, supported by digital display advertising.
The campaign showcases the personal experiences of a young womanjet boating, a middle-aged father taking his children tramping anda young woman horse riding. They focus on the ‘feeling’ and benefitgained from the uniquely New Zealand experience. The emotion andexperience is captured by the proposition of 100% Pure You and whatthat means for the individual.
The advertisements coincide with an Air New Zealand promotionfrom Australia to New Zealand.
CREDITS
Agency – Assignment, Auckland
Writer – Kim Thorp
Art director – Howard Greive
Production company – Exposure
Director – Kevin Denholm
Digital and Social Media: Amnesia Razorfish
11 Comments
It is still shit
O for average.
TNZ used to do great work. Now it doesn’t.
Seriously, WTF?
Well done Kevin for the direction, but someone has seriously taken their eye off the ball.
H, this is shit
It was so much stronger when it was 100% Pure. Just when the world is starting to understand and get it, it changes….. why?
If it ain’t broke, don’t fix it
The orginal had credibility. This has no credibility at all and makes it a forgettable campaign.
I can see how the marketers would think they have improved it, but sorry folks you’ve stuffed it up. What a pity.
Boring. Done already and better by other countries. Where’s the NZness gone?
http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=10699962
If the aussies think it’s crap then we’ve hit a new low, as they normally like what we know is crap.
100% pure shit.