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Tourism New Zealand’s 100% Pure New Zealand campaign highlights its people and culture

Author: Angelos Restanis / Date: Fri, 07/06/2018 - 16:53

Work to evolve the country’s destination brand to capture New Zealand’s unique people and culture alongside landscapes and scenery was announced in April.

Tourism New Zealand’s brand evolution work has taken shape in new video content that will go global this month.

Work to evolve the country’s destination brand to capture New Zealand’s unique people and culture alongside landscapes and scenery was announced in April.

Tourism is an increasingly competitive market and New Zealand is a niche destination. To ensure we continue to attract high value visitors we need to highlight our unique point of difference and that is our people and culture, says Chief Executive Stephen England-Hall.

New Zealand’s warm welcome stays with people after they have visited. This is the true essence of our country’s brand, it’s incredibly strong and something that people share and talk about long after they return home.”

“The new videos are the first pieces of work to reflect where we are looking to take the brand and will be a good test to see how it lands in our overseas markets.”

The four videos follow a couple as they take road trips across New Zealand’s regions It seeks to inspire potential visitors by showcasing friendly locals guiding the couple through their journey around our amazing country, ultimately embracing them like friends.

Tourism New Zealand is working with Māori Tourism and a range of stakeholders to incorporate people and culture into New Zealand’s destination brand.

The brand evolution work will continue over the coming months and will be reflected in new content as it is created.

The four new videos feature kiwis from each region welcoming, guiding and sharing their home with international visitors, demonstrating a Māori concept known as manaakitanga. Manaakitanga plays a key role in Māori society and inspires the New Zealand visitor experience - summing up the act of welcoming and sharing.

The new content:

  • Christchurch to Milford Sound
  • Christchurch to Marlborough
  • Napier to Whakātane
  • Auckland to Mt Maunganui
  • The videos will be used in Singapore as well as the Australia, USA, UK, Germany, Japan, China, Indonesia, India and Brazil markets.
  • In the Singapore market specifically, the videos launched via social media advertising with Facebook on 2 July.
  • These films also enable visitors to see what there is to see and do in New Zealand in order to get them actively planning and ultimately booking a New Zealand holiday.
  • The content aims to encourage visitors to incorporate less explored regions into their itineraries and to visit in spring and autumn – allowing visitors to benefit from less crowds, and better choice of accommodations whilst spreading visitor arrivals across the country and the year.

The following regions are on show:

· Road Trip 1 – Auckland to Mount Maunganui
Hot Water Beach
Cathedral Cove
Mount Maunganui

· Road Trip 2 – Napier to Whakatane

· Road Trip 3 – Christchurch to Marlborough
Hanmer Springs

· Road Trip 4 – Christchurch to Milford Sound
The Catlins
Milford Sound


Angelos Restanis

Angelos is the news editor for TravelDailyNews Media Network (, and His role includes to monitor the hundrends of news sources of TravelDailyNews Media Network and skim the most important according to our strategy. He currently studies Communication, Media & Culture in Panteion University of Political & Social Studies of Athens.