Tourism New Zealand's tourism marketing campaign is 100% Pure New Zealand. It is used in all of our international marketing work - including advertising, international PR activity and online marketing, event and sponsorship activity.
When 100% Pure New Zealand was launched in 1999, it was the first time New Zealand had one message in all of its tourism markets around the world. The campaign was developed to be clear and concise: to communicate a single message about New Zealand that captured the imagination of our target market.
100% Pure New Zealand tells the story of how this country's unique combination of landscapes, people and activities cannot be found anywhere else in the world - it is a "100% Pure New Zealand" visitor experience.
Over the years it has been used as 100% pure relaxation, 100% pure welcome, 100% pure adrenalin, and 100% pure you - all connected back to the core premise of 100% Pure New Zealand