100% Pure goes to China

Fresh from its success in dragging Aussies across the ditch to ski, soak and spend,  Tourism New Zealand has just launched a new 100% Pure campaign in China.

The brand got a first outing there in 2008, with “astonishing results”, according to TNZ.

The new campaign commenced on September 7 with TV-on-demand, a heavy focus on online advertising and screen placement in key outdoor sites. The campaign remains focused on Shanghai.

“The Chinese market is highly receptive to the New Zealand message and they are interested in travel to New Zealand, which they see as safe, scenic and a total change from life in the busy city,” says Mark Frood, Tourism New Zealand’s regional manager for North Asia.

Frood says there’s a strong online component to the campaign because there was good ‘cut through’ into New Zealand’s target market, which were highly computer literate.

Recent Ministry of Tourism forecasts predict that arrivals from China will grow by 62 per cent by 2015 to 183,000, despite a predicted drop of 15 per cent in 2009.

It is expected to be New Zealand’s fastest-growing market in percentage terms over the next seven years.


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