Tourism New Zealand Unveils U.S.-Targeted Campaign

Tourism New Zealand is investing $3 million into the U.S. market with the launch of its 100 percent Pure New Zealand brand campaign, with the Discovery Networks and Travel Channel as exclusive broadcast partners.

Activity is taking place across three channels –Discovery Channel, Travel Channel and Planet Green- and will include traditional television commercials as well as creative short- and long-form programming using Travel Channel talent.

The 100 percent Pure New Zealand brand will continue to form the basis of the marketing campaign. Building on this brand, Tourism New Zealand announces a new element to the campaign -- the New Zealand Life Back Promise, solely developed for the U.S. market.

Tourism New Zealand will be working with travel partners to communicate the Life Back Promise to consumers, by providing the Life Back Promise logo for use in their own marketing campaigns to link back to the 100 percent Pure brand.

Briefings have already taken place with Tourism New Zealand’s key industry partners, and travel sellers are being encouraged to come up with creative ways to implement the New Zealand Life Back Promise.