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 www.tourisminfo.govt.nz, includes research and market
data. For consumers, www.purenz.com is more comprehensive than the original
consumer site and includes information on wholesalers and
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
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
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.