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TNZ delivers $267k ‘Pure Promise’ to international market

29 May 2020  By Staff Reporter | | @tourismticker

Tourism New Zealand has released its first international campaign since the Covid-19 pandemic took hold resulting in the shutdown of the international travel market.

The first instalment of the new 100% Pure campaign – Pure Promise – which costs $266,949 for the whole promotion, has been released in Australia and comes as that country and New Zealand await plans for a trans-Tasman travel bubble.

Prior to the outbreak of Covid-19, New Zealand was a popular outbound travel destination for Australians with 1.5 million visiting in 2019, accounting for 40% of all international visitors to New Zealand.

“It’s incredibly important we keep New Zealand’s brand alive internationally so we are top of mind when our borders reopen and also for trade and export purposes,” TNZ’s chief executive, Stephen England-Hall, said. 

The new content would appear on TNZ’s social channels targeting international audiences in Australia, USA, UK, Germany, Singapore, Japan and South America until the end of June.

Pure Promise, created by advertising agency Special Group New Zealand and production company Sweetshop, comes after TNZ released its Covid-era domestic campaign Do Something New, New Zealand encouraging Kiwis to explore their own backyard.

It also comes after the agency recently re-started its Good Morning World series to tie-in with domestic travel restrictions in New Zealand starting to ease.

TNZ’s budget for FY20 is $111.95m, with $57m earmarked for its 100% Pure New Zealand campaign activity.


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