| Journal: TWUK | Section: |
| Title: | Issue Date: 12/06/00 |
| Author: | Page Number: 47 |
| Copyright: Other |
Marketing campaign
Pure New Zealand promotion set for autumn relaunch in UK
Report by ALANMOORE
THE 100% Pure New Zealand marketing campaign launched in the UK last July is to be reintroduced in Britain this autumn with some new images for a series of TV and print advertisements.New Zealand Tourism Board regional manager Europe Barry Eddington said: “There will be two bursts of activity, running from September to November and again from January through to March next year. The campaign branding, adopted as part of a global marketing initiative, will still follow the 100% Pure New Zealand theme but we will be including some new images in the advertising.”
Eddington claimed that the campaign, which highlights the different experiences that holidaymakers can have in New Zealand, has drawn “incredible interest” from the UK and has increased the profile of the country.
Tourism New Zealand chief executive George Hickton said more than £2.1m has been invested in the global campaign by over 100 industry partners in 13 countries since it was launched last summer.
“We are also trying to introduce some new facets of our country that are not so widely known, such as arts and culture.”
Hickton said another measurable success of the campaign has been the popularity of the 100% Pure New Zealand Web site, which was launched at the same time.
“In the first seven months, there were almost 500,000 user sessions on purenz.com with the average length of each hit being 12mins.”
Eddington said the site, designed primarily as an information tool for the consumer with links to tour operators and the retail sector, is being developed further.
“It is well structured, easy to navigate and gives people a good sense of the New Zealand experiences on offer,” he added.
New look: the campaign uses images that characterise New Zealand