Tourism New Zealand - 100% pure New Zealand

Tourism New Zealand’s (TNZ) marketing task is to encourage international travellers to visit New Zealand.

100% Pure New Zealand

Agency: M&C Saatchi  Advertiser: Tourism New Zealand Awards: Sustained Success  (Silver)

Marketing Challenge

Over the 1994-1999 period there was a serious decline in New Zealand tourism revenue. Up to this time the marketing of New Zealand as a travel destination was highly fragmented and inefficient, with different campaigns supported independently in different markets.

In 1999 the decision was made to totally re-structure and concentrate marketing investment by presenting one, consistent brand identity for New Zealand on the world stage.

Tourism New Zealand...

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