AUCKLAND, Friday: Tourism New Zealand has launched a new global campaign with TBWA\NZ, inviting the world to find their 100% in Aotearoa. It’s a fresh take on the iconic 100% Pure New Zealand brand.
The campaign puts connection, inspiration and fulfilment front and centre, showcasing how travellers can experience their own version of 100%—through culture, nature, people, and moments that stick with you long after the trip ends.
Airing across global social, trade and paid media, the campaign targets the 155 million people already considering a trip to New Zealand—nudging them to stop dreaming and start booking.
Developed with TBWA\NZ, the creative breathes new energy into the 25-year-old brand, following diverse travellers on deeply personal journeys around the country, each one representing a different take on 100%.
Tourism New Zealand GM Marketing Brodie McLeish says, “We know that a trip to New Zealand is a no compromises unforgettable holiday, with untouched landscapes, otherworldly experiences and a celebrated culture.”
“We’re inviting the world to find their 100% Pure New Zealand experience, whether that’s finding rejuvenation in nature, enjoying our world-class culinary scene, or being welcomed by our friendly locals.”
“We’re thrilled with the work TBWA have done with our team on this campaign. The work immerses people into what a trip to New Zealand feels like – creating a deep connection to our people and place.”
“We’re excited to see this out in the world and inspire potential visitors to move New Zealand from their bucket list, to their book it list.” – Catherine Harris
Catherine Harris, CEO of TBWA\NZ says, “Working on the new global campaign with the Tourism New Zealand team has been a real privilege. We know New Zealand is the most amazing place to visit.
“It’s a place that transforms you and we wanted the world to feel this. This campaign is designed to drive real impact for tourism operators and the industry and make every New Zealander proud of how we welcome the world. Our goal is simple, show people just how special New Zealand is – and inspire them to come and experience it.”
Chief Creative Officer Shane Bradnick adds, “We wanted every moment in the campaign to feel deeply immersive – from the sensation of standing under a waterfall to the awe of meeting a real kiwi (bird) in the wild.”
“The idea of ‘find your 100%’ is about recognising that everyone’s version of fulfilment is different – it could be reconnecting with nature, chasing adventure, or simply switching off.”
“Brought to life with rich, cinematic storytelling and sound design crafted to pull you right into the experience – so it doesn’t just look like New Zealand, it feels like being here,” says Bradnick.
100% Pure New Zealand has been running for over 25 years, making it one of the longest-standing destination brands globally. The new campaign replaces If You Seek, which launched in 2022.
Also launching is the new Experience Planner tool, helping travellers create their perfect 100% Pure New Zealand itinerary, along with global resources for travel agents.
CREDITS
Client: Tourism New Zealand
Creative Agency: TBWA\ New Zealand
Design & Cultural Guidance: The Guardians
Principal production company: Flying Fish
Director: Jason Bock
Music composer: Mahuia Bridgman-Cooper
Sound design: Franklin Rd Music & Sound
Production company: Reel Factory
Photography: Amber Jones
Media Agency: Mindshare
/text_output]
Share this Post
