New Zealand launches its first global campaign: '100% Pure'


WELLINGTON, New Zealand -- For the first time, the New Zealand Tourism Board launched a single global campaign, under a new umbrella slogan -- "100% Pure New Zealand."

Previously, the board had different campaigns in each target country. As part of the campaign, the board introduced two Web sites. Its first site for the travel trade and media, at, includes research and market data. For consumers, is more comprehensive than the original consumer site and includes information on wholesalers and suppliers.

George Hickton, NZTB chief executive officer, described the new strategy as a turning point for board and the country's tourism industry. "It's time to put the past behind us and move forward with a single focus," he said.

NZTB's overseas marketing budget of more than $20 million over the next year will be primarily linked to the new campaign. Designed to run for three years, the campaign includes television and print advertising, promotions, public relations and the Internet.

Countries targeted by NZTB are the U.S., Australia, Japan, U.K., Germany, Singapore, Hong Kong and Taiwan. Four television commercials and eight print ads were prepared for the campaign.

The soundtrack for the commercials is the 1980s song "Don't Dream It's Over" by New Zealander Neil Finn and the band Crowded House. Campaign kickoffs in Australia and East Asia coincided with the unveiling of "100% Pure New Zealand."

According to NZTB's Los Angeles office, the campaign will start in the U.S. around late January and include three months of cable television and print advertising.

Hickton said research showed that only 1% of potential travelers from long-haul target markets visit the country. "We're a long-haul destination for most visitors, and that, combined with no single compelling reason to visit, means that most people don't make the effort," he said.

What is needed is a "clear, consistent, unique and compelling proposition, and we've got that with '100% Pure New Zealand'," he said.

The "100% Pure" slogan will be adapted to different promotions, with such possible themes as 100% Pure White (snowy mountains) and 100% Pure Adventure. Previously, NZTB's campaigns in different countries were usually short-lived.

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