100% Pure NZ

12th June 2025 100% Pure NZ / TNZ

TNZ refreshes 100% Pure NZ with $5.5m global campaign

The ‘Find Your 100% Pure New Zealand’ promotion rolls out in the US before 14 of the country’s major visitor markets.

10th May 2018 100% Pure NZ

Māori tourism leaders on TNZ’s evolution of 100% Pure NZ

TNZ’s commitment to include more people and culture has been welcomed but issues around authenticity and balance means the process will need to be carefully managed.

27th April 2018 100% Pure NZ

Trubridge labels 100% Pure a “shameful lie”

One of the country’s leading designers, David Trubridge, has piled into Tourism New Zealand’s 100% Pure campaign calling it a “shameful lie” that worked because people wanted to believe it.