Tourism New Zealand hands evolution of '100% Pure' brand to Special Group

  • Advertising
  • June 29, 2018
  • Erin McKenzie
Tourism New Zealand hands evolution of '100% Pure' brand to Special Group

Special Group will soon be stamping its mark on the ‘100% Pure New Zealand' campaign after Tourism New Zealand appointed the agency to work on the project. 

The appointment follows a pitch among its existing suppliers, in which Special's New Zealand and Australian offices worked together. StopPress understands TBWA\ Sydney was the other agency in the running.

Tourism New Zealand general manager of PR and major events Lauren Vosper says it’s incredibly important it gets the evolution of the New Zealand destination brand right.

“Our people and culture are diverse and multifaceted and we need to make sure we capture this authentically and deliver something Kiwis will embrace.”

Tourism New Zealand approached the two trans-Tasman agencies on its roster to pitch for the project and Special did a fantastic job understanding the complexity of what it’s aiming to capture.

“We’re excited to be working with them and see the new brand work take shape,” says Vosper.

TBWA\ has previously worked on the ‘100% Pure’ campaign, which is now in its 19th year. The campaign has been seen in various forms including ‘100% Middle Earth’ and ‘100% Pure Choice’ to recognise legalisation of gay marriage in New Zealand.

Recent work for the campaign – often aimed at its biggest market, Australia – has come out of TBWA\Sydney, such as last year’s ‘Where one journey leads to another’ video. Vosper says TBWA\ has done a fantastic job and Tourism New Zealand will continue to work with it (TBWA New Zealand hasn't worked on the business for a while now). 

The new appointment to the ‘100% Pure’ campaign comes after Tourism New Zealand chief executive Stephen England-Hall announced in May the brand will be "evolving". 

Tourism New Zealand has always maintained it was not an environmental pledge. And, in light of Special’s appointment, Vosper says: “New Zealand’s destination brand is incredibly successful, showcasing the country’s landscapes and scenery and has worked because it reinforces the key reasons visitors choose New Zealand. New Zealand’s unique people and culture, our way of being, our warm welcome is what we know stays with people after they have visited. It is what people share and talk about long after they return to their country and is the essence of brand New Zealand. We have started work to evolve the brand to capture this.”

Vosper adds Tourism New Zealand has been working with Māori Tourism and will talk to a range of stakeholders over the coming months to incorporate people and culture into New Zealand’s tourism brand.

“It’s incredibly important we get this right. Our people and culture are diverse and multifaceted and we need to make sure we capture this authentically and deliver something Kiwis will embrace.”

Despite Tourism New Zealand’s positivity about New Zealand’s destination brand and the undoubted success of the marketing campaign over the years, it has faced increasing criticism that the ‘100% Pure’ message doesn’t align with the reality, something brought into sharper focus when news spread around the world about the quality of New Zealand’s rivers and lakes. Speaking to New Zealand Herald about the campaign, marketing professor Mark Ritson suggested “74% Pure” or “A lot more purer than China, for the most part” would be a better fit. Despite the criticism, most visitors have an exceptionally high satisfaction rate. 

Though not involved in the pitch, also included in Tourism New Zealand’s roster of agencies is Augusto, which in May this year worked to ‘#GetNZontheMap’ in a fun and very popular campaign with comedian Rhys Darby and Prime Minister Jacinda Ardern. 

Special Group managing partner Michael Redwood says it’s very exciting for the agency to be working to promote the country to the world. He adds the trans-Tasman approach works well as the New Zealand team has an understanding of the culture while the Sydney team can see things through visitors' eyes. 

The win of the work adds to the momentum gained by the Sydney office since it opened in 2014. In March, the Sydney office was bigger than New Zealand both in terms of size – with 43 staff – and monthly turnover. 

Recently, Special Group was behind Tourism New Zealand's successful Backpackagram campaign, which aimed to dispel the perception among younger travellers from the UK and Germany that New Zealand was all nice views and quiet strolls. 

"Most backpackers see New Zealand as a beautiful country but a bit boring, so we got 3 teams of backpackers from the UK and Germany, made them some challenges showcasing the most epic, fun and social things to do in NZ – filmed the lot, cut it up and released it as an episodic style TV reality show for Instagram, snackable style content for a mobile first audience." 

This win adds to Special's existing government work with NZTE. Earlier this year NZTE also announced the agency would be part of the team that will lead the design and visitor experience of the New Zealand Pavillion at Expo 2020 in Dubai.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Follow the money, part four: Where New Zealand's news media is finding pots of funding gold
features

Follow the money, part four: Where New Zealand's news media is finding pots of funding gold

Follow the money. It’s an axiom that journalists have believed in for years and a guiding light when it comes to holding the powerful to account. But that phrase is increasingly pertinent to those who run media businesses. As advertising money flows away from traditional channels towards large tech firms, the old business model of selling space around the news is creaking. And that has led to a range of experiments from publishers and broadcasters hoping to keep the lights on – and to keep shining those lights into dark places. Erin McKenzie dives into the local news media feed and finds plenty of experiments, but no simple answer to the funding conundrum.

Ogilvy's senior line up changes with chief creative officer and executive creative directors

  • Advertising
  • September 20, 2018
  • StopPress Team
Ogilvy's senior line up changes with chief creative officer and executive creative directors

Ogilvy has announced a number of senior moves, with Regan Grafton promoted to the role of chief creative officer while Lisa Fedyszyn and Jonathan McMahon become joint executive creative directors.

Read more

Radio survey: total audience tuning into radio waves remains stable

  • Media
  • September 20, 2018
  • StopPress Team
Radio survey: total audience tuning into radio waves remains stable

Its radio survey time again and in the third round for 2018, 3.66 million New Zealanders have been found to listen to radio each week, with The Edge seeing the biggest audience.

Read more

Social scoreboard

Zavy and StopPress have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

topics
Follow The Money
Follow The Money
Follow the money. It’s an axiom that journalists have believed in for years and a ...
Regional Rundown
Regional Rundown
StopPress takes a trip down the country to see who the audiences and agencies are ...
Beyond the Page 2018
Beyond the Page 2018
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Insight Creative
Insight Creative
Insight Creative specialises in shaping business stories out the core insights that often lie under ...
Beneath the Surface
Beneath the Surface
In this series, brought to you by Microsoft, we talk to a conceptual photographer, illustrator ...
20/20 (tele)vision
20/20 (tele)vision
Media consumption is changing. But by how much?
The Hot List
The Hot List
Our rundown of the hottest shows, brands and creators in New Zealand media. 1. magazine ...
Cannes Lions 2017
Cannes Lions 2017
All the winners, the shortlists and the drama from this year's edition of advertising biggest ...
Merger Mania
Merger Mania
All our stories on the nation's two failed mergers in one place
Bauer Beyond the Page
Bauer Beyond the Page
When it comes to creating branded content, there are few better in the Kiwi market ...
The Indies
The Indies
Over the course of this series of articles, we look at how always-nimble indy agencies ...
AdRoll on automation
AdRoll on automation
Marketing automation is tipped to eventually become the only way advertising is traded in the ...
Game Changers
Game Changers
It’s all about PEOPLE. Join us as we discuss global insights, ideas and innovations from ...
TVNZ-NZ Marketing Awards 2015
TVNZ-NZ Marketing Awards 2015
Celebrating all the winners of the 2015 TVNZ-NZ Marketing Awards.
Future Tense
Future Tense
In a new series, StopPress talks to a range of newsmakers currently trying to shine ...
Beyond the Page
Beyond the Page
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Up Country
Up Country
In conjunction with News Works, the Up Country series talks with some of New Zealand's ...
Sounding off
Sounding off
As part of a content partnership with MediaWorks, we've asked a few of the company's ...
StopPress Podcasts
StopPress Podcasts
We sit down for a chat with industry leaders to find out what they're up ...

Colleen Ryan: from wolf whistles to Ritson and Sharp

  • Voices
  • September 20, 2018
  • Colleen Ryan
Colleen Ryan: from wolf whistles to Ritson and Sharp

TRA partner Colleen Ryan takes a final look at the Byron Sharp versus Mark Ritson debate, looking at the power of remembering a well-marketed brand.

Read more
The art of story finding
Sponsored content

The art of story finding

There’s some often cited research that says we’re 22 times more likely to recall a story than we are a fact. But when you’re dealing in branded content, perhaps a more useful way to consider this information is that we’re 22 times more likely to recall a fact when it’s wrapped in a story. In this episode, we’re looking at how to put your audience at the centre of your story and letting them experience your brand for themselves.

voices

My Food Bag cooks up August's Ad Impact Award winner

  • Advertising
  • September 20, 2018
  • StopPress Team
My Food Bag cooks up August's Ad Impact Award winner

With a change of season upon us, August saw a new range of TVCs being tested. While there were plenty on show, it was My Food Bag with its 'Dinner Makes Families' TVC by Saatchi & Saatchi that picked up the Colmar Brunton Ad Impact Award.

Read more
A New Zealand Original: Streaming services embrace in-house content
features

A New Zealand Original: Streaming services embrace in-house content

As online streaming services slowly replace broadcast television as the preferred way to watch TV, the ways in which content is developed are also changing. Streaming services are boasting ‘original’ content, with the banner, ‘Netflix Original’, becoming synonymous with edgy or ground-breaking content, created free from the bounds of traditional broadcast media. Now, slowly but surely, Lightbox is getting in the game.

#suffrage125: How media and brands are celebrating New Zealand's historic move – UPDATED

  • Advertising
  • September 19, 2018
  • StopPress Team
#suffrage125: How media and brands are celebrating New Zealand's historic move – UPDATED

Today is a proud day for New Zealand as we celebrate 125 years of women’s suffrage in New Zealand. StopPress looked around to see what media and brands in Aotearoa did to mark the occasion.

Read more

Changing faces of women in advertising

  • Voices
  • September 19, 2018
  • Georgia Middleton
Changing faces of women in advertising

It’s 2018. That’s 125 years since women in New Zealand have been recognised as equals in the eyes of democracy. But what’s the story of equality in advertising? It doesn’t take much research to find articles about the changing faces of women in advertising – and yes, things are changing. But the casual sexism, the call-outs and the cover-ups have sparked a different kind of debate. Is misogynistic advertising a thing of the past, or do seeds of it still exist? To answer that, I’ve looked at different portrayals of women to see how things were then…and now.

Read more

Sharks and lightning: expect the unexpected in LifeDirect's new campaign

  • Advertising
  • September 18, 2018
  • StopPress Team
Sharks and lightning: expect the unexpected in LifeDirect's new campaign

Following the sad demise of mascot Simon the sloth, LifeDirect by Trade Me has gone for the humourously unexpected in its newest brand campaign by Y&R.

Read more

What's your mark of progress? ASB showcases its customers' stories

  • Advertising
  • September 18, 2018
  • StopPress Team
What's your mark of progress? ASB showcases its customers' stories

ASB has launched another round of its business banking campaign with True, and this time it's put the spotlight on its customers, with Pic’s Peanut Butter, Burger Burger, Farmlands and others sharing their business progress.

Read more

Ads of the week: 18 September

  • TVC of the week
  • September 18, 2018
  • StopPress Team
Ads of the week: 18 September

ASB, LifeDirect and Phloe show us how it's done.

Read more

Social enterprise shows how VR can save New Zealand's endangered birds

  • Technology
  • September 18, 2018
  • Elly Strang
Social enterprise shows how VR can save New Zealand's endangered birds

For Conservation Week this week, social enterprise Squawk Squad and virtual reality studio M Theory have joined forces to go into the classroom and get children excited about saving New Zealand’s native birds through VR technology. The experience takes the viewer through a forest journey alongside a robin bird, who encountering friends and predators along the way.

Read more
Follow the money, part three: Where New Zealand's news media is finding pots of funding gold
features

Follow the money, part three: Where New Zealand's news media is finding pots of funding gold

Follow the money. It’s an axiom that journalists have believed in for years and a guiding light when it comes to holding the powerful to account. But that phrase is increasingly pertinent to those who run media businesses. As advertising money flows away from traditional channels towards large tech firms, the old business model of selling space around the news is creaking. And that has led to a range of experiments from publishers and broadcasters hoping to keep the lights on – and to keep shining those lights into dark places. Erin McKenzie dives into the local news media feed and finds plenty of experiments, but no simple answer to the funding conundrum.

NZME secures eight News Media Awards in Australia: News Corp leads winners

  • Awards
  • September 17, 2018
  • StopPress Team
NZME secures eight News Media Awards in Australia: News Corp leads winners

NZME was the most successful New Zealand brand at the News Media Awards in Sydney last week, with News Corp topping the honours taking home 2018 News Brand of the Year.

Read more
Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2018 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit