Tourism New Zealand's long-running 100% Pure New Zealand marketing message is evolving with a new campaign being unveiled today that puts visitors' unique experiences at the heart of the message by adding "You" to '100% Pure'.

Chief Executive Kevin Bowler said the evolution would help take the highly successful 100% Pure New Zealand marketing message to the next level.

Research suggested New Zealand could further increase its appeal as a holiday destination by personalising its marketing message and focusing on more than stunning landscapes and awesome scenery, he said.

"We have identified people around the world already considering travelling to New Zealand who have the financial means to make the trip. The addition of 'You' to the successful 100% Pure New Zealand advertising message is a logical next step that will benefit New Zealand's tourism industry by highlighting the many individual experiences on offer."

The campaign, debuting in Australia today, includes television commercials, online banner ads and a new '100% Pure You' tagline that, over time, will be used for all Tourism New Zealand advertising globally. It will be rolled out in New Zealand's major North American, European and Asian markets by the end of February.

Tourism New Zealand General Manager Marketing Communications Justin Watson said the new campaign would provide a better platform to bring to life the diverse tourism experiences available in New Zealand.

"The new global campaign will help us take New Zealand to the world in a way that better connects with our target audience. Authentic and special experiences will become the major draw card, while the beautiful scenery and environment will be a vital part of the story as the backdrop."

"We have stayed in close contact with New Zealand regional tourism operators and industry during the development of the '100% Pure You' message and the feedback we've received is that this new campaign is sufficiently versatile to effectively promote many aspects of the New Zealand experience."

100% Pure New Zealand has been used to promote New Zealand as a tourism destination since 1999. In November last year, New Zealand was ranked the third strongest country brand in the world, up one place from the previous year and ahead of the USA, by FutureBrand's Country Brand Index.

About the Australian campaign

The 100% Pure You campaign launched in Australia today includes television commercials which will be seen in the core markets of New South Wales, Queensland and Victoria in both the metropolitan and regional areas, supported by digital display advertising.

The campaign showcases the personal experiences of a young woman jet boating, a middle-aged father taking his children tramping and a young woman horse riding. They focus on the 'feeling' and benefit gained from the uniquely New Zealand experience. The emotion and experience is captured by the proposition of 100% Pure You and what that means for the individual.

The advertisements coincide with an Air New Zealand promotion from Australia to New Zealand.

(Source Tourism New Zealand)