
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.