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One of the most respected and longest-running destination tourism campaigns in the world, the ‘100% Pure New Zealand’ brand of Tourism New Zealand, has turned 25. René de Monchy, the Chief Executive of Tourism New Zealand, stated that ‘100% Pure New Zealand’ has withstood the test of time, and the country should be proud. In 1999, Tourism New Zealand aimed to create a promotion that embodied Aotearoa New Zealand’s spirit of adventure, stunning landscapes, and rich culture – highlighting the uniquely New Zealand experience that stands apart from the rest of the world.

Monchy noted that over the years, the campaign has been a consistent presence in their key visitor markets, building brand identity and fostering trust with potential tourists. However, it has also evolved from showcasing their breathtaking natural scenery to highlighting their destinations and people.

In 2012, they capitalized on the success of the Lord of the Rings series by creating ‘100% Middle-earth’. When it was time to welcome tourists back to Aotearoa New Zealand in 2022, they invited them to dig deeper and discover more with their ‘IF YOU SEEK’ campaign. This initiative has also expanded into their consumer website newzealand.com, integrating social media platforms to provide a seamless user experience for all prospective tourists.

None of this would have been possible without the hundreds of thousands of individuals in the New Zealand tourism sector who embody the values of 100% Pure New Zealand every day, welcoming global visitors with manaakitanga. Monchy expressed his gratitude for their significant impact in bringing the marketing campaign to life through real-world experiences and connections throughout Aotearoa New Zealand.

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