Table of Contents
Introduction
Tourism New Zealand has launched an exciting new global campaign, giving a refreshed twist to its long-standing and internationally recognised “100% Pure New Zealand” brand. The campaign invites the world to find their own version of what makes Aotearoa special—whether that’s epic landscapes, cultural encounters, fine dining, or moments of pure tranquillity.
This is the first global brand refresh since the If You Seek campaign was released in 2022, and it signals a rejuvenation of a brand platform that has captivated audiences for over 25 years. The new direction continues to emphasise the emotional and personal connections that travellers can make while visiting New Zealand, but with an enhanced focus on tailored experiences and deeper engagement.
At its core, the campaign encourages people to book now and turn their travel dreams into reality. Rather than promoting a one-size-fits-all idea of what a New Zealand holiday looks like, the campaign champions individual experiences. Whether you’re 40% adventure, 30% fine dining, and 30% culture—or any combination thereof—the message is clear: New Zealand has something that speaks uniquely to you.
Personalised Experience Planning
One of the standout features of this new campaign is the launch of an interactive experience planner. This digital tool allows potential travellers to explore a range of imagery and experiences, and in doing so, develop a custom itinerary based on their interests. The planner not only identifies what kind of traveller they are, but also connects them to relevant experiences and operators across the country.
For instance, someone drawn to majestic mountains, immersive cultural experiences, and vineyard dining could receive a suggested itinerary tailored to those preferences. It’s designed to go beyond inspiration, acting as a practical tool that supports travellers through the decision-making and booking process. Visitors can then use their personalised results to work with a travel agent or book directly via NewZealand.com.
This user-centric approach represents a shift in how destination marketing is being handled globally. Rather than showcasing a fixed menu of sights and activities, Tourism New Zealand is aiming to empower travellers to create meaningful and memorable experiences that resonate with their individual travel values and desires.
Targeting Sustainable Growth and Seasonality
The campaign also aligns with Tourism New Zealand’s wider strategic goals, which include growing the economic contribution of tourism by $5 billion over the next four years. A key part of that growth plan involves attracting visitors outside the traditional summer high season.
By encouraging travel in autumn and winter—and spotlighting lesser-known experiences like cycle trails, wellness retreats, and local cultural festivals—the campaign hopes to help balance visitor flows throughout the year and across the regions. This supports both environmental sustainability and regional economic development.
Chief Executive René de Monchy has emphasised that New Zealand is not just a destination—it’s a place that fosters connection, presence, inspiration, and fulfilment. These values are woven throughout the new campaign and reflect growing global interest in purposeful, responsible, and enriching travel.
Broad Collaboration and Industry Support
The campaign was developed in partnership with leading creative agency TBWA Auckland and involved collaboration with iwi, regional tourism organisations, and operators across the country. It also includes a set of templates and marketing tools that enable local businesses to promote their own offerings under the 100% Pure New Zealand brand umbrella. This ensures that the campaign has both national coherence and local authenticity.
With approximately 155 million people actively considering a holiday to New Zealand, Tourism New Zealand is aiming to convert interest into action. The campaign officially launched via global social media platforms and paid media in the United States, with a total investment of approximately NZD $5.45 million. It is further supported by two recent government funding boosts of NZD $13.5 million each, targeted at expanding international marketing efforts in the short and medium term.
More Than Just a Destination
Ultimately, the new campaign reinforces that New Zealand is more than a collection of stunning landscapes and adrenaline-pumping adventures. It is a destination where visitors can feel truly connected—whether to the land, the culture, or the people. From luxury culinary experiences to moments of solitude in nature, New Zealand offers a sense of rejuvenation and authenticity that is increasingly rare in a crowded global travel market.
As the world rediscovers travel, Tourism New Zealand’s refreshed campaign positions Aotearoa as a place not just to visit, but to feel transformed by. Now more than ever, the call is clear: it’s time to find your 100% Pure New Zealand.