Tourism NZ invites the world to find their ‘100% Pure New Zealand’ in new campaign via TBWA\NZ

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

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

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 a New Zealand holiday to make their dreams a reality.

Developed alongside agency TBWA\New Zealand, the campaign creative injects fresh energy into 100% Pure New Zealand’s enduring 25-year history to showcase a diverse range of travellers experiencing rich cultural and emotional experiences throughout the country, each one embodying the meaning of “finding their unique 100%”.

Says Tourism New Zealand General Manager Marketing Brodie McLeish: “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”.

Says Catherine Harris, Chief Executive of TBWA\New Zealand: “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.”

Says Shane Bradnick, Chief Creative Officer for TBWA\New Zealand: “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.”

Tourism New Zealand’s 100% Pure New Zealand brand has been running for over 25 years and is one of the world’s longest-running destination marketing campaigns. 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.

Client: Tourism New Zealand
Creative Agency: TBWA\ New Zealand
Design & Cultural Guidance: The Guardians
Principal Production Company: Flying Fish
Director: Jason Bock
Music composer: Mahuia Bridgman-Cooper
Sound design: Franklin Rd Music & Sound
Content & Delivery Production: Reel Factory
Stills Photographer: Amber Jones
Photography Production Company: FanClub
Media Agency: Mindshare