New Zealand unveils next stage of 100% Pure campaign

Tourism New Zealand has launched the next phase of its national tourism campaign, ‘100% Pure New Zealand’.

The latest version of the campaign is intended to focus on “the range and closeness of New Zealand’s attractions”, according to the tourism board.

A new strapline has been created, “Every day a different journey”, along with a new TV commercial. All this is intended to showcase the accessibility of New Zealand’s range of attractions, and how they can be combined in one trip.

With the launch of the next phase of the campaign, 100% Pure has now been running for 16 years.

“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,” explained Tourism New Zealand’s chief executive, Kevin Bowler.

“The new commercial shows travellers move seamlessly from one spectacular experience to the next, exaggerating the ease of movement with a series of film transitions. For example, in one transition the couple dive under water in Abel Tasman National Park in the South Island, only to emerge in Lake Taupo in the north.”

The new commercial will appear on TV and in cinemas in Australia, and online across all Tourism New Zealand’s major visitor source markets from 1 July 2015. CLICK HERE for a preview of the ad.

In addition to the ad and slogan, new typography and a hand-crafted logo have been developed by local designers and artists. Bowler explained; “We wanted our creative work to look unmistakably from New Zealand, so we called on the services on New Zealand typographer Kris Sowersby to design a font just for Tourism New Zealand.

“The font had to retain the essence of the existing 100% Pure New Zealand logo but introduce an authenticity of our people and this place, making it something that can only be from New Zealand.”

The new design will now be used in all of Tourism New Zealand’s marketing and promotional activities.