Exploring further afield has inspired Tourism New Zealand’s newest addition to the 100% Pure New Zealand global campaign.
The latest campaign delves deeper into New Zealand’s unique visitor experience and explores the country through a more regional lens. The campaign depicts a journey enriched by local people, places and experiences, showcasing the remarkable adventures to be had both in easily recognised and less familiar landscapes where there is even more awaiting discovery.
While still evolving 'Everyday a different journey', this year’s message shifts to 'Where one journey leads to another', expanding on the variety of things to do in New Zealand and where to go for these experiences. The global TVC shows a couple in different New Zealand locations, highlighting the range of experiences, and the ease of moving from one to another with fluid film transitions.
Tourism New Zealand chief executive Stephen England-Hall is excited to launch a campaign that displays more of New Zealand’s unique offering.
“The latest campaign shows off the incredible range of experiences New Zealand has to offer. From diving at Poor Knights Island - one of the world's top dive locations, exploring a glacier in the West Coast and enjoying the beauty of the Kepler Track in Fiordland National Park, a UNESCO World Heritage Site - the campaign shows that there really is something for everyone in New Zealand,” he says.
The campaign will reach millions of people across the world contemplating a holiday in New Zealand and encourage them to turn their holiday dream into a real experience.
“The campaign takes potential visitors on a journey across New Zealand and shows them the unique range of experiences they can choose from to create a bespoke once in a lifetime holiday,” Stephen England-Hall says.
The video features a re-working of the Iggy Pop classic The Passenger by New Zealand cult band Phoenix Foundation.
This campaign is set to go live globally on July 1, and includes a feature TVC, a series of shorter videos and still images. View the 100% Pure New Zealand TVC.
BACKGROUND: Featured locations
Abel Tasman National Park - Nelson
Abel Tasman National Park is New Zealand's only coastal national park. Explore golden beaches fringed by native bush, wander trails accompanied by birdsong, swim in blue waters with seals and penguin, or kayak past islands inhabited by native birds. Ferries depart from Kaiteriteri and Marahau, both 60-minutes by road from Nelson.
Bowen Falls - Fiordland
Bowen Falls is one of only two permanently flowing waterfalls in Milford Sound within New Zealand’s largest conservation area, Fiordland National Park. Milford Sound is a 2-hour drive from lakeside Te Anau, and the scenery along the route is as much part of the journey as the destination. Cruise these deep silent waters to majestic Mitre Peak and into the open sea.
Franz Josef Glacier – West Coast
Franz Josef, on New Zealand’s South Island West Coast, is among the world’s most accessible glaciers - 5km from the town of the same name, and a 20-minute walk from the car park to an good viewing point. Franz Josef descends from the Southern Alps deep into dense rainforest. The best way to experience this dramatic natural landscape is on a guided heli hike, or aboard a scenic flight.
Haast Blue Pools - Wanaka
The Haast Blue Pools track is an easy walk on the scenic driving route over Haast Pass from Lake Wanaka through to the West Coast. Journey through virgin forest, across the swing bridge over the Makarora River, and on to the picturesque Blue Pools. Spot lazy rainbow trout feeding in their natural habitat below.
Hobbiton - Waikato
Hobbiton Movie Set has become a must-see activity for Middle-earth film fans travelling through New Zealand. In the heart of the central North Island, Hobbiton nestles in rich Waikato farmlands. Check out Bag End, where Frodo and Bilbo’s adventures began, lose yourself among the hobbit holes and visit the Green Dragon Inn, the Mill and the Party Tree.
Kepler Track – Te Anau
The Kepler Track follows a four-day hiking trail loop beginning and ending at the Fiordland National Park Visitor Centre in Te Anau. It traverses lakeside forest and open tussock grasslands, with a day on the mountain tops above.
Paihia Farmers Market – Bay of Islands
Paihia is the base for exploring the Bay of Islands and its many coastal gems. Sail on the ocean, spot a dolphin pod, explore a secret island or catch the ferry across to the quant seaside settlement of Russell, New Zealand’s first capital. Buy fabulous local produce at the Bay of Islands Farmers Market held on the Paihia village green every Thursday afternoon.
Poor Knights Island Marine Reserve - Northland
French explorer Jacques Cousteau named the Poor Knights Islands Marine Reserve, just off northern New Zealand’s Tutukaka coast, as one of the top 10 dive sites in the world. The Knights attracts tens of thousands of divers annually who come to explore the wonders of this colourful underwater world. The Marine Reserve is located just a half an hour drive from New Zealand’s northern most city, Whangarei.
Polynesian Spa – Rotorua
Since the early 19th century, tourists have flocked to Rotorua’s natural hot springs, bubbling mud pools and active geysers – all of them spectacular thermal wonders. Relax at one of the world's top 10 spas - Rotorua’s Polynesian Spa complements the soothing and therapeutic powers of its 28 thermal mineral pools with treatments that include Aix spa therapies, body wraps, massages, facials and reflexology.
Waitangi Treaty Grounds – Northland
Known as the birthplace of New Zealand, the Waitangi Treaty Grounds were the site of the 1840 signing of the Treaty of Waitangi: New Zealand's founding document. These sacred grounds – on the outskirts of Paihia and overlooking the beautiful Bay of Islands – are filled with history and culture. The Museum of Waitangi holds stories and artefacts depicting New Zealand's early history.