Tourism NZ reviews $35m media account

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 1 February 2019
Tourism New Zealand's 100% Pure campaign is recognised as some of the best tourism marketing in the world

Tourism New Zealand is reviewing its global media account in order boost the value of its 100% Pure New Zealand campaign.

In a tender put out today, the review covers its media buying and planning, which is one of the largest single investments that Tourism NZ makes every year.

While it doesn't state the value of the account, the tender outlines that agencies entering assume Tourism New Zealand will spend roughly NZ$35 million.

The tender requests a media and digital strategy planning and buying specialists with experience dealing with large global media campaigns.

The winning agency must be located across all of the business' core operating and advertising territories, including China, US, Australia, UK, Germany, Brazil and Japan.

“We are looking for a global media buying partner to work both with the team centrally in New Zealand and in each market we advertise to, and effectively plan and execute activity across both digital and traditional media channels,” the tender said.

“We do not want creative support or brand strategy, the Tourism New Zealand brand positioning and campaign platforms are current and successful.

“We are also not looking for a marketing automation partner.”

The process will be a two-stage process, with a maximum of four agencies to enter the final round.

The closing data for the tender is 21 February and those shortlisted will be notified on 28 February.

Those selected must present to Tourism New Zealand in Auckland on 18 March.

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