" ... designed to drive real impact for tourism operators and the industry."
Tourism New Zealand has launched a global brand campaign, celebrating the people, places and culture of Aotearoa New Zealand.
The campaign brings the 100% Pure New Zealand brand front and centre, inviting manuhiri (visitors) to find their 100%.
Launching across global social media channels, trade media and paid media, the campaign will be rolled out across all of Tourism New Zealand’s markets utilising digital, social, trade and industry activity.
Developed alongside agency TBWA\ New Zealand, the campaign creative injects energy into 100% Pure New Zealand’s 25-year history.
“We know that a trip to New Zealand is a no compromise unforgettable holiday, with untouched landscapes, otherworldly experiences and a celebrated culture,” said Tourism New Zealand general manager marketing Brodie McLeish.
“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.
“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.”
Catherine Harris, chief executive of TBWA\ New Zealand, said New Zealand is the most amazing place to visit.
“It’s a place that transforms you and we wanted the world to feel this,” Harris said.
“This campaign is designed to drive real impact for tourism operators and the industry and make every New Zealander proud of how we welcome the world.
“Our goal is simple: show people just how special New Zealand is - and inspire them to come and experience it.”
Shane Bradnick, chief creative officer for TBWA\ New Zealand, said the agency wanted every moment in the campaign to feel deeply immersive - from the sensation of standing under a waterfall to the awe of meeting a real kiwi (bird) in the wild.
“The idea of ‘find your 100%’ is about recognising that everyone’s version of fulfilment is different - it could be reconnecting with nature, chasing adventure, or simply switching off,” said Bradnick.
“Brought to life with rich, cinematic storytelling and sound design crafted to pull you right into the experience - so it doesn’t just look like New Zealand, it feels like being here.”
CREDITS
CLIENT: Tourism New Zealand
GM MARKETING: Brodie McLeish
GM POU ARAHI MĀORI: Karl Burrows
GLOBAL MANAGER BRAND: Jill Chestnut
SENIOR BRAND MANAGER: Ella Frater
BRAND MANAGER: Krysia Drecki
BRAND MANAGER: Edward Thomas
SENIOR BRAND & CONTENT SPECIALIST: Krishna Marinas
BRAND & CONTENT SPECIALIST: Molly Floyd
GLOBAL MANAGER SOCIAL & DIGITAL EXPERIENCE: Rush Pathak
SEBIOR DIGITAL EXPERIENCE SPECIALIST: Gurvindar Singh
DIGITAL EXPERIENCE & CAMPAIGN SPECIALIST: Alison Jimmy
TRADE CONTENT & PROGRAMMES MANAGER: Anita Briggs
SOCIAL MEDIA MANAGER: Sami Zahra
PR MANAGER: Harriet Mahaffie
PRODUCT MARKETING MANAGER: Georgia Woodbridge
AGENCY: TBWA\ New Zealand
CHIEF EXECUTIVE OFFICER: Catherine Harris
CHIEF CREATIVE OFFICER: Shane Bradnick
CREATIVE DIRECTOR: Mick Stalker
SENIOR ART DIRECTOR: Darran Wong Kam
SENIOR DESIGNER: Jim Walsh
HEAD OF STRATEGY: Joseph Judd
GROUP STRATEGY DIRECTOR: Mark Lloyd
SENIOR INTEGRATED PRODUCER: Tabitha Parke-Gailey
GROUP BUSINESS DIRECTOR: Ella Delaney
BUSINESS DIRECTOR: Ana Sridhar
BUSINESS DIRECTOR: Hitesh Patel
DESIGN & CULTURAL GUIDANCE AGENCY: The Guardians
FOUNDER & EXECUTIVE CREATIVE DIRECTOR: Anzac Tasker
DESIGN DIRECTOR: Amy Tasker
PRINCIPLE PRODUCTION COMPANY: Flying Fish
DIRECTOR: Jason Bock
EXECUTIVE PRODUCER: James Moore
EXECUTIVE PRODUCER: Sam Attenborough
DIRECTOR OF PHOTOGRAPHY: Crighton Bone
POST PRODUCTION COMPANY: Mandy VFX
LEAD OFFLINE EDITOR: Nathan Pickles
OFFLINE EDITOR: Tim Mauger
OFFLINE ASSISTANT EDITOR: Brendon Chan
COLOURIST: Matic Prusnik
LEAD ONLINE EDITOR: Brad Wood
ONLINE EDITOR: Anita Ward
ONLINE EDITOR: Leon Woods
STILLS PHOTOGRAPHER: Amber Jones
STILLS PRODUCER: Fleur Swarbrick
PHOTOGRAPHY PRODUCTION COMPANY: FanClub
MUSIC COMPOSER: Mahuia Bridgman-Cooper
AUDIO HOUSE: Franklin Rd
SOUND ENGINEER: Shane Taipari
SOUND ENGINEER: Stefaan Van Leuven
MEDIA AGENCY: Mindshare
CONTENT & DELIVERY PRODUCTION: Reel Factory
