The Evolution to 100% Pure You

The latest campaign activity from Tourism New Zealand launched this month in Australia has evolved with a noticeable shift in focus to “100% Pure You” that offers viewers a more direct link to things they can experience while visiting New Zealand with a strategy to connect at the emotional level.

With 3 initial different TV commercials it’s clear that the brand is being moved away from the generic to the specific which Tourism New Zealand is hoping will spark action with travellers to increase tourism numbers.

I think this is a good move to both ride off the power of the 100% Pure brand but also offer a range of activities that people love about New Zealand.

What do you think?

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