Exploring further afield has inspired Tourism New Zealand’s newest addition to the 100% Pure New Zealand global campaign.
Mumbai: The latest campaign delves deeper into New Zealand’s unique visitor experience and explores the country through a more regional lens. The campaign depicts a journey enriched by local people, places and experiences, showcasing the remarkable adventures to be had both in easily recognised and less familiar landscapes where there is even more awaiting discovery.
While still evolving ‘Everyday a different journey’, this year’s message shifts to ‘Where one journey leads to another’, expanding on the variety of things to do in New Zealand and where to go for these experiences. The global TVC shows a couple in different New Zealand locations, highlighting the range of experiences, and the ease of moving from one to another with fluid film transitions.
Tourism New Zealand chief executive Stephen England-Hall is excited to launch a campaign that displays more of New Zealand’s unique offering.
“The latest campaign shows off the incredible range of experiences New Zealand has to offer. From diving at Poor Knights Island – one of the world’s top dive locations, exploring a glacier in the West Coast and enjoying the beauty of the Kepler Track in Fiordland National Park, a UNESCO World Heritage Site – the campaign shows that there really is something for everyone in New Zealand,” he says.
The campaign will reach millions of people across the world contemplating a holiday in New Zealand and encourage them to turn their holiday dream into a real experience.
“The campaign takes potential visitors on a journey across New Zealand and shows them the unique range of experiences they can choose from to create a bespoke once in a lifetime holiday,” Stephen England-Hall says.
The video features a re-working of the Iggy Pop classic The Passenger by New Zealand cult band Phoenix Foundation.
This campaign has gone live globally on July 1, and includes a feature TVC, a series of shorter videos and still images. View the 100% Pure New Zealand TVC.
Tourism New Zealand markets New Zealand to the world as a visitor destination. In the year ending April 2017, 3.6 million international visitors arrived in New Zealand: an increase of 9.9% on the previous year. International tourism is New Zealand’s largest earner of foreign exchange, pumping over $14.5 billion into the economy and directly employing over 188,000 people.