Kia ora THE Today is a hugely exciting day as our new global brand campaign launches into the world.
The campaign brings our long-running and much loved 100% Pure New Zealand brand front and centre to ignite visitor growth and establish our position as an ideal year-round travel destination. It depicts New Zealand as a place of pure connection – where visitors are embraced by our people, feel the wairua (spirit) of this place, enjoy invigorating experiences and feel a sense of guardianship is passed on.
The campaign encourages visitors to "find their 100%", showcasing the people, places and culture that make New Zealand unique and persuading visitors to book a trip here at any time of year.
No doubt you'll all be familiar with 100% Pure New Zealand – the strength of this brand lies in its consistency and longevity. It is globally recognised, emotionally evocative, and unmistakably New Zealand. The campaign seeks to accelerate arrivals by increasing preference and consideration for New Zealand as a year-round destination, where every visitor has a unique experience and leaves 100% fulfilled.
The Minister's vision for tourism includes increasing the number of international visitors to New Zealand in the short-term and doubling the value of exports by 2034, and we've been supported to achieve this through the Government's Tourism Boost funding and the recently announced Tourism Growth Roadmap. To meet these objectives, our marketing must work hard to encourage visitation and bring arrivals to New Zealand and our global brand campaign plays a crucial part in this.
This new campaign replaces our highly successful If You Seek campaign which has been running since 2022 and served us well in the post-Covid context.
We were delighted to get such positive initial feedback from across the industry at our webinar several weeks ago, and we are so glad to see that it's resonating with so many of you. Everyone across the tourism industry will play a significant role in showcasing the campaign and more importantly, the experiences and connection waiting to be found in your regions, businesses and organisations. Our industry toolkit provides you with an overview of the campaign, as well as social media and video templates to make it easy for you to get involved – thank you for your support. We're looking forward to seeing how you bring it to life in a way that's meaningful for you and your international customers.
I'd also like to give a special shout out to Amisfield – also featured in our new campaign – which has become the first New Zealand dining establishment to make an influential 'world's best' list. This is an incredible achievement for the Amisfield team, and the wider tourism sector as New Zealand continues to harness its reputation as an enticing culinary destination.
I'm really proud of our new global brand campaign. Through our incredible blend of nature, people and culture, we're inviting the world to visit Aotearoa and find their 100% Pure New Zealand. Get amongst it! | 
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