Tourism New Zealand has launched its latest 100% Pure New Zealand campaign and has put the call out for Kiwis to be part of a new 366-day promotion.
The 100% Pure Welcome campaign launches Sunday night with a centrepiece video titled Welcome and, from tomorrow, a new video each day for the next year to showcase Kiwis around the country welcoming the world.
The $3.05m budget covers the cost of the Welcome film, another video yet to be released and the production of around 160 Good Morning World videos.
TNZ hopes to be able to utilise user-generated content to reach 366 Good Morning World videos in total and the content will be promoted in the agency’s normal digital channels using the tag #GoodMorningWorldNZ.
“We’re asking New Zealanders to share their favourite place with the world by creating a ‘good morning world’ video and sharing it on social media,” said Tourism NZ chief executive Stephen England-Hall.
“Think everyday locations, your local café, your dog walking spot, your favourite beach or even your local pie shop – we want to capture classic Kiwi life and what makes it so special,”
The 1 min 35 secs Welcome film illustrates the agency’s commitment to include more people and cultural elements in its 100% Pure New Zealand campaign, which turns 20 this year – the longest running destination campaign in the world, said TNZ.
The new film features 8-year-old Parearau and her elder Hinetu from Gisborne watching the sunrise from Mt Hikurangi, one of the first places in the world to see the dawn.
“It’s our warm and welcoming people combined with our stunning landscapes that really set us apart on the world stage,” said England-Hall. “Visitors come here for the landscapes, but it’s the people they leave talking about.”
The campaign goes live in Australia this evening, 16 June, with other key markets – China, USA, UK, Germany, Brazil, Argentina, Japan, India, Singapore, Korea – to follow.
TNZ used creative agency Special Group on the campaign.
Read our full interview with Tourism New Zealand chief executive Stephen England-Hall in Monday’s Ticker.
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