100% Pure branding gets personal

23:43, Jan 08 2011
Cathedral Cove
GET IN THE PICTURE: Cathedral Cove, Coromandel.

The organisation charged with promoting New Zealand to the world is getting personal with its marketing message.

After more than a decade of success with the 100% Pure New Zealand brand, Tourism New Zealand has decided it's time to take a different tack and a fresh assault on key tourism markets.

And the key to its new approach lies with just one three-letter word - you.

From today, 100% Pure New Zealand is out and 100% Pure You is in.

Tourism New Zealand chief executive Kevin Bowler said research suggested New Zealand could increase its appeal as a holiday destination by personalising its marketing message and focusing on more than scenery.

"We have identified people around the world already considering travelling here and the addition of You to the successful 100% Pure New Zealand advertising message is a logical step that will benefit the tourism industry by highlighting the individual experiences on offer," Bowler said.

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Tourism New Zealand's new marketing campaign, debuting in Australia today, includes online banner ads and TV commercials showcasing the experiences of a young woman jetboating, a middle-aged father taking his children tramping, and a young woman horse-riding. All the commercials feature the 100% Pure You tagline.

The tagline will eventually be used for all advertising globally. It is due to be rolled out in New Zealand's major North American, European and Asian markets next month.

Tourism New Zealand marketing and communications general manager Justin Walsh said the campaign provided a better platform to bring to life the diverse tourism experiences available here.

"The new global campaign will help us take New Zealand to the world in a way that better connects with our target audience. Authentic and special experiences will become the major drawcard, while the beautiful scenery and environment will be a vital part of the story as the backdrop," Walsh said.

100% Pure New Zealand has been used to promote New Zealand as a tourism destination since 1999. Last November, New Zealand was ranked the third strongest country brand in the world by FutureBrands Country Brand Index.

Sunday Star Times