articles tagged '100% Pure'

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.

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'Unmistakably from this place': as the fantasy ends, Tourism New Zealand launches next iteration of 100% Pure

  • Marketing
  • May 15, 2015
  • StopPress Team
'Unmistakably from this place': as the fantasy ends, Tourism New Zealand launches next iteration of 100% Pure

16 years ago, the 100% Pure slogan was born (after being conceived by an Australian agency). And, despite a few naysayers pointing to the fact that it's not entirely true, it's widely recognised as one of the world's most successful tourism marketing campaigns. For the past three years, it's had a distinctly fantastical feel as part of the 100% Pure, 100% Middle Earth campaign, but rather than chuck it all out and start again, it's decided on an evolution, both in terms of the comms and the visual identity. PLUS: Andrew Fraser on Tourism New Zealand's growing digital focus.

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Data dump: foreign objects

  • Data dump
  • December 5, 2014
  • StopPress Team
Data dump: foreign objects

There's plenty of discussion about whether the 100% Pure campaign has had its day and the country appears to be reaching peak Hobbit, but there's no doubt New Zealand's clever tourism marketing tactics over the years have done the business and attracted more tourists to these fine lands.

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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.

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A question of purity

  • Marketing
  • June 7, 2013
  • Wayne Linklater
A question of purity

Peter Nuttall thinks New Zealand is playing a game of risk with its 100% Pure brand and believes it is bordering on greenwash. Wayne Linklater explains.

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