'100% Pure New Zealand' Destination Branding Campaign: Marketing New Zealand to the World
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The 100% Pure New Zealand was a global campaign and was consistent across all markets. The campaign employed different promotional media that combined the print, electronic, and digital media. Advertising, international media coverage, events, road shows, and trade training were the essential media of communication...
100% Pure New Zealand – The Tourism Brand Success Story
Between its launch in 1999 and 2009, the campaign garnered 50 international awards. Campaigns like the Chelsea Flower Show gold-medal winning garden, a Giant Rugby Ball in Paris, London, and Tokyo as an invitation to New Zealand for the Rugby World Cup in 2011, and other advertising ventures that accounted for more than billions of viewers upheld ‘100% Pure New Zealand’ as one of the best examples of nation branding in the world...
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