Tourism New Zealand has launched a refreshed global brand campaign that highlights the people, landscapes, and culture that make Aotearoa New Zealand truly special. The campaign encourages travellers to visit year-round and discover what “100% Pure New Zealand” means to them personally.
At the heart of the campaign is the iconic 100% Pure New Zealand brand, repositioned with a renewed focus—inviting manuhiri (visitors) to find their own version of 100%.
René de Monchy, Chief Executive of Tourism New Zealand, said:
“This is our global call for people to feel fully connected, present, inspired, and fulfilled in one of the world’s most stunning destinations.”
The campaign makes its debut today across global social media platforms and paid media in the United States, with plans to expand into New Zealand’s major visitor markets through digital, social, trade, and industry channels. It aims to inspire the 155 million people currently considering a New Zealand holiday to turn intention into action and book their trip.
Showcasing a diverse array of regions and experiences, the campaign features moments like whale watching and culinary adventures in Kaikōura, gourmet food and wine in Queenstown, hiking the Hump Ridge Track in Fiordland, visiting Hobbiton in Matamata, and wildlife encounters at Tiritiri Matangi Island in Auckland.
Created in collaboration with iwi, regional tourism partners, and the broader tourism sector, the campaign reflects a shared vision and ongoing cooperative effort. Tourism New Zealand will continue working closely with these stakeholders as the campaign progresses.
Developed with creative agency TBWA\New Zealand, the campaign brings fresh energy to the 100% Pure New Zealand brand, now in its 25th year. It features a wide range of travellers connecting with the culture, nature, and people of Aotearoa—each finding their unique version of “100%”.
De Monchy added:
“This is a revitalisation of a globally recognised brand, and a message to travellers: New Zealand isn’t just a destination—it’s a place where you can deeply connect, both with locals and with those you’re travelling with. It leaves you feeling truly fulfilled.”
“A trip to New Zealand is more than just seeing the sights. Whether you’re chasing adventure, looking for serenity in nature, or indulging in our culinary scene, there’s something here for everyone.”
Running continuously for over 25 years, 100% Pure New Zealand is one of the longest-standing destination marketing campaigns in the world. This new chapter replaces the successful If You Seek campaign launched in 2022.
Supporting the campaign are newly released tools, including an Experience Planner to help travellers design their perfect New Zealand itinerary, and resources for travel agents globally.
