Tourism New Zealand’s New “100% Pure New Zealand” Campaign

Campaign Summary

Tourism New Zealand has relaunched its iconic 100% Pure New Zealand brand in a fresh global campaign that celebrates the people, places, and culture that make Aotearoa unique. After 25 years as one of the world’s most enduring destination marketing brands, this rejuvenated version invites manuhiri (visitors) to “find their 100%”, to experience the deep connection, inspiration, and fulfilment that only New Zealand can offer, at any time of year.

The campaign brings together iwi, regional tourism operators, and the wider industry, showcasing a rich mix of experiences from whale watching in Kaikoura and hiking the Hump Ridge Track, to exploring Hobbiton in Matamata and immersing in Auckland’s wildlife havens. It launches across key global markets with digital, social, trade, and industry activity, aiming to convert the 155 million people actively considering a New Zealand holiday into confirmed visitors.

Leveraging the Campaign for Hauraki Coromandel
For Hauraki Coromandel, this is an opportunity to align with one of the most powerful tourism brands in the world and share our own stories under its global spotlight. We will use the campaign’s reach to showcase our golden beaches, native forests, artisan communities, and year-round experiences. By connecting our regional identity with the 100% Pure New Zealand message, we aim to attract visitors seeking authentic, regenerative, and deeply fulfilling travel.

Results

Tourism New Zealand Social

Destination Hauraki Coromandel - Owned

Third Party