Tourism New Zealand’s new marketing campaign is the first brand relaunch in 20 years
Tourism New Zealand has launched a new content series as part of a new brand marketing campaign – ‘100% Pure Welcome – 100% Pure New Zealand’ – that highlights the fact that New Zealanders are the first in the world to see the sun.
Every day for the next year, more than 300 New Zealanders from across the entire country will share a ‘Good Morning World’ welcome message from their very own sunrise, sharing the things and places they love most about New Zealand with the world.
Showcasing what makes New Zealand unique as a holiday destination – its warm and welcoming people, stunning landscapes and variety of things to do – the content series traverses the top of the North Island, to the bottom of the South Island, and is set in some of the most beautiful spots in the country.
In an exclusive interview with Luxury Travel, Tourism New Zealand Chief Executive, Stephen England-Hall explained that the new content series and campaign is underpinned by the Māori concept of manaakitanga – creating deep connections between people, extending hospitality, care and respect – and the kiwi idea of treating visitors like whānau (family).
“What makes New Zealand an amazing holiday destination is its unique combination of three things: it’s warm and welcoming people, stunning landscapes and variety of things to do. ‘The 100% Pure Welcome – 100% Pure New Zealand’ campaign is a new approach to storytelling that brings to life the unique nature of how New Zealanders treat their visitors like family,” he said.
The series launches with a feature film starring 8-year-old Parearau and one of her elders Hinetu, standing together as they witness the beauty of the world’s first sunrise atop their sacred Maunga [mountain] Hikurangi in Gisborne. The mountain is one of the first places in the world to see the sunrise.
“Because we’re first to rise and shine each morning means we’ve got a bit more time up our sleeves. So, we always have time to say ‘kia ora’ [hello, good health],” said Hinetu. “We’ve got time for the little things, to show people around the place, not just as guests, but as whānau – our family. Pass on our local knowledge, and you know, do whatever it takes to make everybody feel our welcome.”
Hikurangi is also the place for a new world-first tourism experience – Greet the Dawn – which allows visitors to experience the sacred maunga (mountain) and see for themselves one of the first sunrises in the world.
Among the first welcome messages to be shared with the world are an adventure-seeking Southlander waking up with a canyon swing, a wannabe hobbit, a shoulder-nibbling horse, a group of teenagers in Northland giving lessons for an early morning jetty jump and a very enthusiastic parasailer.
The first ‘Good Morning World’ welcome message was shared this morning:
Australia is the first market to drive the global campaign launch across television, cinema, out of home, YouTube, Facebook and Instagram, as well as Tourism New Zealand’s digital and social channels.
“Australia is New Zealand’s largest international visitor market, with more than 600,000 holiday arrivals in the past year,” England-Hall told Luxury Travel. “Australia’s position as a key market for holiday arrivals, coupled with its close proximity to, and strong relationship with New Zealand was a key factor in why we chose Australia to kick off the campaign.”
It will roll out across all of Tourism New Zealand’s key markets, which include China, USA, UK, Germany, Brazil, Argentina, Japan, India, Singapore and Korea.
The new campaign follows the promotion of Tourism New Zealand’s visitor ethos, Tiaki – a promise to care for New Zealand, with both campaigns based on the Māori principles of kaitiakitanga (guardianship and conservation of the environment) and manaakitanga.
“The 100% Pure Welcome – 100% Pure New Zealand campaign has New Zealanders at its heart, which aligns with Tiaki- Care for New Zealand and our work to ensure that tourism gives back to New Zealand and New Zealanders,” England-Hall said.