New Zealand and You

After more than a decade of success with the 100% Pure New Zealand brand, Tourism New Zealand has changed the slogan to 100% Pure You. Tourism New Zealand chief executive Kevin Bowler said research suggested New Zealand could increase its appeal as a holiday destination by personalising its marketing message and focusing on more than scenery. “We have identified people around the world already considering travelling here and the addition of You to the successful 100% Pure New Zealand advertising message is a logical step that will benefit the tourism industry by highlighting the individual experiences on offer,” Bowler said. The tagline starts in Australia on Sunday and is due to be rolled out in New Zealand’s major North American, European and Asian markets in February.