Hollywood royalty’s spotlight on NZ tourism

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Whybin\TBWA Sydney, with Robber’s Dog Auckland, have lifted Tourism NZ’s long-running 100% Pure NZ campaign to a new level – with Oscar-winning filmmaker James Cameron’s enthusiastic support.

Cameron shares his love of New Zealand in a new video that gives the world a glimpse of what it is about the country that captivates him like nowhere else.

James Cameron in 100% Pure New Zealand will roll out in Tourism New Zealand’s markets around the world, as a key part of the tourism board’s marketing and PR activity for the year ahead.

Tourism New Zealand ceo Kevin Bowler says he is confident the James Cameron video will inspire more people to visit New Zealand to discover it for themselves.

“Having someone of the calibre of James Cameron sharing his personal stories and insights while exploring some of New Zealand’s most beautiful places is of immeasurable value for New Zealand.  James and his family have chosen to have a home in New Zealand and continue to be inspired by our beautiful landscapes and welcoming, creative people.

‘‘I am sure that this video, which perfectly captures James’s passion for exploration and his curiosity, will inspire many more people to travel to New Zealand and discover it for themselves.  After all, it’s unlike anywhere else in the world.”

In January this year Cameron and his wife Suzy Amis Cameron spent four days filming, taking in the natural wonders of the South Island. The video shows the couple as they walk on the Tasman Glacier, kayak through a Dart River canyon and take in the sweeping views of Blanket Bay by helicopter.  They hike on the alpine Routeburn Track, cycle beside Lake Pukaki and visit Mount Alfred in the Glenorchy area near Queenstown.

Never lost the dream
The Cameron family have lived in New Zealand for four years, on a coastal estate in the Wairarapa where he is immersed in the development of the next Avatar. They divide their time between New Zealand and California.

Cameron’s personal connection with New Zealand stems from his very first visit in the mid-nineties. “I came as a stranger, I knew very little about New Zealand, and I left in love with it. Not just the beauty of the land that is very seductive, but the dynamic spirit of the people. I had never felt a connection to a place that strongly before. And I never really lost that dream.

“If you enjoy the outdoors and you enjoy a sense of adventure, you’re not going to be able to beat this place anywhere in the world.  If you happen to like helicopters like I do, you could see ten of the most stunning places you’ll see in your lifetime in a day. If you are driving, an hour and a half or two hours, the country just unrolls toward you like an IMAX film.”

A world renowned explorer and environmentalist, Cameron’s video captures his great love of the outdoors. He says: “When you see something you have never seen before, it’s a wonderful experience. It’s like a living painting; it’s never the same view two days in a row.”

Daniel Borgman, the Auckland resident and New Zealander who directed the Tourism New Zealand video said: “Having been born and bred in the South Island, it has been a poignant moment in my career to be telling its story through the eyes of James Cameron.

“As one of the most respected filmmakers of our time, to have him in front of the camera has allowed us to create a really special and atmospheric piece of content we are all extremely proud to share.”

Locations featured in the Tourism New Zealand / James Cameron video:

  • Aoraki / Mount Cook National Park
  • Tasman Glacier
  • Lake Pukaki
  • Glenorchy
  • Paradise
  • Routeburn Track
  • Mount Alfred
  • Dart River
  • Blanket Bay


Tourism New Zealand

Chief Executive: Kevin Bowler
Director of Marketing: Andrew Fraser
General Manager Global Marketing Communications: Kate Necklen
Global Brand Manager: Jodi Redden
General Manager PR & Major Events: Rebecca Ingram

Whybin\TBWA Sydney

Executive Creative Director: Gary McCreadie
Executive Creative Director: Wesley Hawes
Creative Director: Craig Brooks
Creative Director: Ian Williamson
Group Head: Justin Cox
Senior Account Director: Erin Kelly
Account Manager: Cosmo Haskard
Executive Planning Director: Hristos Varouhas
Broadcast Content Director: Christina Wilmot
Production Director: Jonathan Pitcher
Sound: Beau Silvester

Robber’s Dog

Director: Daniel Borgman
Executive Producer: George Mackenzie
Producer: Loren Bradley
DOP: Shelley Farthing-Dawe
Editor: Dave Whitaker
Photographer: Alistair Guthrie
Assistant: Gavin McGregor

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