New Zealand has launched an ambitious global tourism campaign aimed at growing the country's tourism industry by NZ$5 billion (A$4.64 billion) over the next four years.
The new campaign is the country's first since 2022 and challenges travellers to find their 100% Pure New Zealand and cost around NZ$5.45 million.
This comes as Tourism New Zealand received two NZ$13.5 million funding boosts from the government to increase marketing in the short and medium term.
The campaign was developed by TBWA\NZ and aimed to breathe some fresh life into the 25-year-old brand. It also targeted the 155 million people considering a trip to New Zealand.
“We’re inviting the world to find their 100% Pure New Zealand experience, whether that’s finding rejuvenation in nature, enjoying our world-class culinary scene, or being welcomed by our friendly locals,” Tourism New Zealand general manager of marketing Brodie McLeish said.
“We’re thrilled with the work TBWA have done with our team on this campaign. The work immerses people into what a trip to New Zealand feels like – creating a deep connection to our people and place.”
Tourism New Zealand chief executive René de Monchy said a key part of the campaign was attracting visitors outside the summer peak period.
"The fact that we're encouraging people to find their 100% Pure New Zealand - we can tailor that to being 'what does it look like in the winter?' 'What does that look like in the autumn?' 'What does that look like if you're interested in the cycle trails or interested in fine dining?" de Monchy asked.
The campaign is aired across global social, trade and paid media and aims to showcase the best aspects of New Zealand.
“We know New Zealand is the most amazing place to visit,” TBWA\NZ CEO Catherine Harris said.
“It’s a place that transforms you and we wanted the world to feel this. This campaign is designed to drive real impact for tourism operators and the industry and make every New Zealander proud of how we welcome the world.”
“Our goal is simple, show people just how special New Zealand is – and inspire them to come and experience it.”
This comes after the previous If You Seek campaign was a success, leading to a 91% increase in arrivals in 2023. Those influenced by the campaign also spent 6% more, were more likely to spend an extra day and visited 11% more regions.
