Tourism New Zealand - "100% Pure New Zealand"
The campaign's longevity and adaptability are remarkable. Celebrating its 25th anniversary in 2024, it has consistently refreshed its content to remain relevant, such as the recent "IF YOU SEEK" initiative, which encourages visitors to explore New Zealand's year-round experiences.
A notable aspect of the campaign is its recent collaboration with Minecraft, creating a downloadable content (DLC) that brings six iconic New Zealand locations to life within the game. This innovative approach aims to inspire virtual explorers to become real-world travelers.
- adventure enthusiasts
- nature lovers
- Cultural explorers
- Families
TARGET AUDIENCE
About the
Campaign -
The campaign's longevity and adaptability are remarkable. Celebrating its 25th anniversary in 2024, it has consistently refreshed its content to remain relevant, such as the recent "IF YOU SEEK" initiative, which encourages visitors to explore New Zealand's year-round experiences.
Core Theme of the Campaign -
1. Emphasis on Natural Beauty: The campaign showcases New Zealand's diverse landscapes, from rolling hills to pristine beaches, highlighting its unspoiled environment.
2. Adventure Opportunities: It promotes a wide range of activities, including hiking, skiing, and water sports, catering to thrill-seekers.
3. Cultural Richness: The campaign integrates Māori culture, offering visitors authentic cultural experiences.
4. Innovative Collaborations: Partnerships like the Minecraft DLC introduce New Zealand to younger, tech-savvy audiences, blending virtual exploration with real-world travel inspiration.
5. Consistent Branding: Maintaining the "100% Pure" theme for over two decades has established a strong, recognizable brand identity.
6. Adaptability: The campaign evolves with global trends, such as the "IF YOU SEEK" initiative, to keep content fresh and engaging.
7. Targeted Marketing: It effectively reaches diverse demographics, from adventure enthusiasts to families, through tailored messaging.
8. Global Recognition: The campaign's success has positioned New Zealand as a must-visit destination, contributing significantly to its tourism industry.