The latest evolution of Tourism New Zealand’s 100% Pure New Zealand campaign has further defined the country’s unique offer to travellers with a focus on the range and closeness of New Zealand’s attractions.
The new strategy and 100% Pure New Zealand commercial comes as one of the world’s longest running destination campaigns turns 16 making it among the world’s most successful.
It will showcase how New Zealand’s diverse range of unique experiences are all within easy reach and can all be experienced with ease.
The message, “Every day a different journey” brings the campaign to life while new typography and hand crafted logo, developed by local designers and artists, cements the work as uniquely of this place, New Zealand.
Chief Executive Kevin Bowler says the past three years of 100% Middle-earth, 100% Pure New Zealand have been extraordinarily successful with international visitor numbers at record levels, but it is now the right time to move the campaign on.
New story to tell: “Every day a different journey”
“For the next phase of 100% Pure New Zealand, we’ll be emphasising our story of closeness and diversity – how our amazing landscapes and activities are all within easy reach.
“Every day you travel through New Zealand, it’s a different journey.
“The new commercial shows travellers move seamlessly from one spectacular experience to the next, exaggerating the ease of movement with a series of film transitions.
“For example, in one transition the couple dive under water in Abel Tasman National Park, only to emerge in Lake Taupo.
A special remix of the hit ‘Young Blood’ by New Zealand band The Naked and Famous provides a fresh feel for the commercial.
The commercial will appear on television and in cinemas in Australia, and on-line and in paid on-line media activity across all Tourism New Zealand priority markets from July 1 2015.
100% Pure New Zealand: Every day a different journey
New visual identity: Pure Pākati
Kevin says that as the 100% Pure New Zealand campaign reaches the 16 year mark, it has been given a new look.
“We wanted our creative work to look unmistakably from New Zealand, so we called on the services on New Zealand typographer Kris Sowersby to design a font just for Tourism New Zealand.
“The font had to retain the essence of the existing 100% Pure New Zealand logo but introduce an authenticity of our people and this place, making it something that can only be from New Zealand.
“Once designed, we then asked carver and artist, Rangi Kipa, to carve the letters out of native Kauri timber using traditional skills. The wooden blocks were then inked, printed and digitised to create a distinct and original typeface and logo mark we’re calling ‘Pure Pākati’.
“By creating the logo and letters from native timber, the grain of the Kauri has become part of the visual identity that Tourism New Zealand will use in all its advertising and promotion work.
“It is now unmistakably from this place. This font has been designed by our people and created from the land. It is truly of New Zealand and we are confident that no one else in the world has created their identity design quite like this.”
The design will be used in all Tourism New Zealand activity including marketing, display advertising, for exhibitions, and for newzealand.com.
The story behind the development of Pure Pākati can be found here.
Fit with the New Zealand Story
The 100% Pure New Zealand campaign is a key part of the wider New Zealand Story, an initiative that defines the distinct attributes that makes this country and people unique and appealing to international consumers, investors and potential immigrants.
“Just as ‘open spaces, open hearts and open minds’ underpins the New Zealand Story, so to are these attributes critical to New Zealand’s tourism proposition,” says Kevin.
“Spectacular landscapes and warm, generous people feature distinctively within the new 100% Pure New Zealand campaign, particularly reflecting the New Zealand Story chapters of open spaces and open hearts.”