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.
Marketing, advertising & media intelligence
'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.
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.
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.