The 100% Pure Brand

The 100% Pure New Zealand campaign is a global campaign, consistent across all markets, and combines advertising, internet, international media coverage, events and trade training.

The brand conveys a compelling proposition - one that motivates the global traveler to think about a visit to New Zealand as a ‘must do’.

The campaign focuses on establishing and building an awareness of New Zealand as a unique holiday destination, and creates a platform that the travel trade can use to more successfully promote travel to New Zealand.

We are a young nation, adventurous and passionate, with an invigorating outdoor life. Our Pacific location, our people and landscapes are key to our New Zealand identity. We also count amongst our unique attributes an indigenous people whose vibrant culture includes stories, myths and legends that bring to life the flora, fauna, sea and land of Aotearoa.

Our research tells us that our target market is seeking not just a destination to look at and drive through, but one to experience with heart and soul. They are wanting to meet our people and interact with the spectacular landscapes in a personal way - To have a 100% Pure New Zealand holiday.

If you’re interested in working with the 100% Pure New Zealand campaign, contact your local Tourism New Zealand office for more information.

We have a range of free branded material available to various global locations for your use in our Marketing Material section.

Our Target Market

Travellers in the world today have widely differing motivations, needs and expectations of their travelling experience, not all of which match what New Zealand has to offer. So New Zealand needs to reach not everyone, but its ideal customers - motivated travellers whose expectations match what we can offer. By applying these criteria to who we market to and focussing our target market, New Zealand's resources go far further.

Tourism New Zealand has identified this ideal visitor as someone who:

• Travels regularly
• Participates in a wide range of tourism experiences
• Actively participates in the natural environment
• Is environmentally and culturally aware
• Seeks authentic and new experiences
• Wants to share them with others.

These travellers are also high users of technology, (such as the internet), are leaders with liberal attitudes and have a global mindset.

From this emerging group of global travellers New Zealand is targeting those with motivations that align with the types of product New Zealand offers. In this way we attract that type of visitor who will fully engage with New Zealand and go home 100% satisfied.

Brand New Zealand

The Brand New Zealand symbol is the fern. You might have seen it in Tourism New Zealand’s corporate logo, or on some of our fine exported wines. This is a trade marked country-of-origin brand, used by tourism and trade operators to promote New Zealand internationally and within New Zealand.

Use our branding online

Our consumer website www.newzealand.com provides up-to-date and inspiring information on tourism product, transport, regions and much more on destination New Zealand for visitors. You can give your clients access to our content by using our branded link button on your website. Visit the linking to us page on www.newzealand.com for details.