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| “100% Pure New Zealand” |
In 2025, one of the longest-running and most successful tourism campaigns in the world, Tourism New Zealand’s “100% Pure New Zealand,” celebrates its 25th anniversary. Launched in 1999, this iconic brand has become synonymous with the spirit of adventure, natural beauty, and cultural richness that defines Aotearoa New Zealand. What began as a simple vision to showcase the country’s stunning landscapes has evolved into a global marketing powerhouse that continues to inspire millions of travelers worldwide.
From Scenic Landscapes to Rich Cultural Stories
The “100% Pure New Zealand” campaign was born out of a desire to highlight the country’s untouched beauty and offer potential visitors a glimpse of the natural wonders that make New Zealand so unique. Over the years, the campaign has evolved beyond just showcasing mountains, lakes, and forests. Today, it highlights the people, the places, and the experiences that embody the essence of Aotearoa.
René de Monchy, Chief Executive of Tourism New Zealand, reflects on the success of the campaign: “In 1999, we wanted to create a message that captured the adventurous spirit of New Zealand, its breathtaking landscapes, and its rich cultural heritage. Over the years, the campaign has not only maintained its core message but has adapted to reflect the evolving interests and expectations of travelers.”
A Campaign That Adapts and Evolves
Throughout its 25-year journey, “100% Pure New Zealand” has found new ways to connect with audiences. In 2012, the campaign cleverly tapped into the global success of The Lord of the Rings films, introducing the “100% Middle‑earth™” theme. This not only attracted film fans from around the world but also solidified New Zealand’s reputation as the home of Middle-earth.
Fast forward to 2022, and Tourism New Zealand shifted the focus once more, encouraging visitors to “dig beneath the surface” and explore the deeper, more authentic side of the country. The IF YOU SEEK campaign invited travelers to go beyond the obvious and discover the hidden gems that make New Zealand special—its people, culture, and lesser-known experiences.
The campaign has also embraced digital evolution, with the creation of the newzealand.com website and social media platforms, making it easier than ever for potential visitors to explore and interact with New Zealand’s offerings. As a result, the brand has continued to build recognition, trust, and desire among travelers, ensuring that New Zealand remains at the top of their bucket lists.
Celebrating Authentic Connections and Shared Stories
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| “100% Pure New Zealand” |
This personal touch is at the heart of the campaign. From Kaikōura’s whale watching experiences to Rotorua’s geothermal wonders, New Zealand’s tourism industry thrives on genuine connections. Operators like Kaitiaki Adventures in Rotorua, celebrating their own 25th anniversary this year, have always aligned their values with the campaign’s message. Jason Wright, the company’s owner and director, notes, “The consistency and longevity of the brand give the industry confidence. It has helped create a cohesive global message that resonates with generations of travelers.”
Growing the Future of Tourism
Looking forward, Tourism New Zealand continues to innovate and adapt. The IF YOU SEEK campaign has helped position New Zealand as a top contender for travelers’ dream destinations. Recent data shows that 46% of people seriously considering a visit to New Zealand have placed it at the top of their travel bucket list, a clear testament to the campaign’s enduring appeal.
With an eye on the future, the campaign is now focusing on promoting New Zealand’s year-round experiences, encouraging travelers to visit outside of peak seasons and discover all that the country has to offer throughout the year. From skiing in the Southern Alps to wine tasting in Marlborough, the potential for off-peak tourism is vast, and the campaign is primed to tap into these opportunities.
A Legacy That Continues to Shine
“100% Pure New Zealand” has not only stood the test of time but has become an intrinsic part of the country’s tourism identity. Its 25-year journey is a testament to the power of a simple yet powerful message: New Zealand is a place where nature, culture, and adventure come together to create truly unforgettable experiences.
As the campaign celebrates this milestone, it serves as a reminder of the enduring allure of Aotearoa New Zealand—a place that continues to inspire, captivate, and welcome visitors with open arms and a sense of adventure.
Whether it’s your first visit or your tenth, the magic of New Zealand is waiting to be discovered. Here’s to another 25 years of “100% Pure New Zealand”—and beyond.
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