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May 18, 2015
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New Zealand: 100 Percent Pure New Zealand Redux


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The latest evolution of Tourism New Zealand’s 100% Pure New Zealand campaign has further defined the country’s offer to travellers with a focus on the range and closeness of New Zealand’s attractions.

The new strategy and 100% Pure New Zealand commercial comes as one of the world’s longest running destination campaigns turns 16 making it among the world’s most successful.

It will showcase how New Zealand’s diverse range of experiences are all within easy reach and can all be experienced with ease, with the message, “Every day a different journey”.

Tourism New Zealand chief executive Kevin Bowler says the past three years of 100% Middle-earth, 100% Pure New Zealand have been extraordinarily successful with international visitor numbers at record levels, but it is now the right time to move the campaign on. 

“For the next phase of 100% Pure New Zealand, we’ll be emphasising our story of closeness and diversity – how our amazing landscapes and activities are all within easy reach,” he said.

“Every day you travel through New Zealand, it’s a different journey.”

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