NZHIC 2019: Tourism New Zealand unveils “100% Pure New Zealand” campaign

Chief Executive of Tourism New Zealand Stephen England-Hall unveiled the company’s new campaign to attract tourists to Aotearoa at last week’s New Zealand Hotel Industry Conference 2019.

Stephen England-Hall

Speaking to a star-studded room of hoteliers and industry leaders, England-Hall urged the tourism industry to adopt a “leadership position” to keep tourism up, because “We are too small not to.”

According to England-Hall, 12% of Kiwis surveyed were unaware that tourism is New Zealand’s biggest export sector, with 1 in 7 Kiwis working in the industry. “Our number one job at Tourism New Zealand,” said Stephen, “is to make the world choose us.”

With this in mind, TNZ has produced a new campaign, 100% Pure New Zealand. Each day for a year, a new video will be released showcasing a local in their favourite part of New Zealand, and greeting the rest of the world with a “Good morning.” This is in reference to the fact that New Zealand is one of the first places in the world to welcome each day in with the sunrise.

The campaign launched on June 16th, with the first video featuring Lola, greeting the world from the Mangawhai Heads in Northland. The subsequent 10 videos have featured Tokomaru Bay, Kaikōura, Hobbiton, Wellington, Lake Wanaka, the Sky Tower in Auckland, Goat Island, Waitomo, Paihia, and Aoraki Mount Cook.

The films are tailored to the market in which they are released, so that UK, USA, and European customers will see more of an emphasis on the outdoor activities New Zealand has to offer, whereas tourists from Asian countries will see more of the culture, food, and cities of New Zealand.