Tourism New Zealand encourages travellers to ‘find your 100%’ in Aotearoa

Tourism New Zealand has launched its new global brand campaign, celebrating the people, places and culture that make Aotearoa New Zealand unique.

The campaign brings the 100% Pure New Zealand brand front and centre, inviting manuhiri (visitors) to find their 100%, and be totally connected, present, inspired and fulfilled in one of the world’s most breathtaking destinations.

This iteration of the brand replaces the successful If You Seek campaign which has been running since 2022.

Rolling out alongside the campaign is the new Experience Planner to help people create their 100% Pure New Zealand itinerary, as well as tools and resources for travel agents worldwide.

Making dreams a reality

Launching across global social media channels, trade media and paid media, the campaign will be rolled out across all of Tourism New Zealand’s markets utilising digital, social, trade and industry activity aiming to encourage the 155 million people actively considering Aotearoa as a holiday to make their dreams a reality.

Developed alongside agency TBWA\ New Zealand, the campaign creative is the latest in 100% Pure New Zealand’s 25-year history. It showcases a diverse range of travellers experiencing rich cultural and emotional experiences throughout the country, each one embodying the meaning of “finding their unique 100%”.

Tourism New Zealand general manager marketing Brodie McLeish says: “We know that a trip to New Zealand is a no compromises unforgettable holiday, with untouched landscapes, otherworldly experiences and a celebrated culture.

“We’re inviting the world to find their 100% Pure New Zealand experience, whether that’s finding rejuvenation in nature, enjoying our world-class culinary scene, or being welcomed by our friendly locals.

“We’re thrilled with the work TBWA have done with our team on this campaign. The work immerses people into what a trip to New Zealand feels like – creating a deep connection to our people and place. We’re excited to see this out in the world and inspire potential visitors to move New Zealand from their bucket list, to their book it list,” McLeish adds.

‘It feels like being here’

Catherine Harris, chief executive of TBWA\ New Zealand says: “Working on the new global campaign with the Tourism New Zealand team has been a real privilege. We know New Zealand is the most amazing place to visit. It’s a place that transforms you and we wanted the world to feel this.

“This campaign is designed to drive real impact for tourism operators and the industry and make every New Zealander proud of how we welcome the world. Our goal is simple: show people just how special New Zealand is – and inspire them to come and experience it.”

Shane Bradnick, TBWA\ NZ’s chief creative officer, adds, “We wanted every moment in the campaign to feel deeply immersive – from the sensation of standing under a waterfall to the awe of meeting a real kiwi (bird) in the wild.

“The idea of ‘find your 100%’ is about recognising that everyone’s version of fulfilment is different – it could be reconnecting with nature, chasing adventure, or simply switching off.

“Brought to life with rich, cinematic storytelling and sound design crafted to pull you right into the experience – so it doesn’t just look like New Zealand, it feels like being here,” says Bradnick.