Tourism New Zealand: Good morning world

Tourism New Zealand, a tourist board, launched a global campaign to increase the appeal of New Zealand as a tourist destination.

Objectives

100% Pure no longer 100% Effective

Tourism New Zealand (TNZ) is New Zealand's national tourism body, charged by the government to enrich New Zealand (primarily) by attracting overseas visitors to holiday here.

Advertising plays a key role in luring people to our islands at the end of the earth, persuading visitors to spend the significant time and money required to come here.

By 2019 New Zealand's iconic advertising campaign of 20 years, 100% Pure, was facing significant pressure. In recent years international visitor arrivals to New Zealand had plateaued.

We were tasked with reinvigorating the brand with a global...

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