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...