Tourism New Zealand’s 100% Pure campaign has come under renewed fire recently after our Dear Leader’s interview with Hard Talk. But as TNZ’s general manager marketing communications Justin Watson said in a recent interview with NZ Marketing, the campaign was never intended to be an environmental promise. It was about the whole experience. Recently, with the help of its agencies Razorfish and Assignment Group, it launched 100% Pure You to try and attract more ‘active considerers’ to the country and it’s just gone live with some new online trickery that’s being featured on popular German and Australian news and travel websites. See the birds, dolphins and underwater marvels here.

Increasingly, it’s in the interest of businesses to convey a social conscience and Botany Town Centre continues to do its utmost to show the public that it’s playing the role of responsible corporate citizen. In February it conducted a random acts of kindness social experiment where it randomly paid for customers’ purchases. Now for the entire month of May, it’s shuffled the focus to mothers by turning the 31 days in May into a celebration of mothers—a Mother’s Month, if you will.

After a fair bit bureaucratic faffing, the clean zones for the Rugby World Cup 2011 have been announced, so agencies and advertisers now know where they can and can’t put their marketing during the tournament. And in some cases, the restrictions are quite extensive.

From wristbands to t-shirts, concerts to text donations, there’s been a bunch of generous and creative fundraising initiatives in the wake of the Christchurch earthquake. But a project led by Christchurch graphic design company Ratio is only just coming into the light.

It was a cool idea. But yMedia, which mixed up a potent broth of industry professionals, tertiary students looking to add some experience to the CV and not-for-profits that needed some help with their comms efforts, won’t be held this year and has gone on hiatus. 

DraftFCB may have missed out on the big NZ Post account after it was beaten to the letterbox by Clemenger BBDO, but it can take some comfort in the fact that it has just won another piece of guvmint business, taking the Maritime New Zealand account off Mission Hall after a four-way pitch. 

Michael Carney on the reasons consumers pay retail prices, the results of the 2011 Film Census and their effect on the enforcement of the new Copyright (Infringing File Sharing) Amendment Act, how sentiment analysis can improve your interactions with customers and the difference a place in the organic search listings can make.

You’ve probably seen the TVC. Now the digital component of Colenso’s V paintball campaign has been set free. And it employs some pretty nifty online artistry to entertain the energy drink guzzling demographic.