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