“100% Pure New Zealand has stood the test of the time, and as a nation we should be proud of that. In 1999 Tourism New Zealand’s vision was to create a campaign that embodied Aotearoa New Zealand’s spirit of adventure, spectacular scenery, and our rich culture – highlighting the purely New Zealand experience that is unique to the rest of the world,” says René de Monchy, Tourism New Zealand’s Chief Executive.

“Over the years the campaign has been a consistent presence in our key visitor markets, creating brand recognition and building trust with potential travellers. But it has also evolved from showcasing our stunning natural landscapes to shining the light on the places and the people that make our home so special.

“In 2012 we responded to the roaring success of the Lord of the Rings trilogy by creating ‘100% Middle‑earth™’. Then when it was time to welcome visitors back to Aotearoa New Zealand in 2022, we asked them to dig beneath the surface and seek more in New Zealand, with our IF YOU SEEK work. The campaign has also grown into our consumer website newzealand.com and integrated social media platforms to create a seamless user experience for our potential visitors.

“None of this would be possible without the hundreds of thousands of people in the New Zealand tourism industry who showcase the values of 100% Pure New Zealand every day, welcoming international visitors to our home with manaakitanga. I’d like to acknowledge their massive contribution bringing the marketing campaign to life through real life experiences and interactions across Aotearoa New Zealand.”

Abba Kahu, Whale Watch Kaikōura’s Sales and Innovation Manager said the 100% Pure New Zealand brand continued to work hard for tourism in Aotearoa. “100% Pure talks to real authentic engagement with tangata whenua, the people of the area – let me share with you my place, come and take a moment to walk in my shoes.

“Our Whale Watch Experience still strives to make the same connections with our manuhiri, our guests, as we did 25 years ago. The magic of nature is still a key drawcard for our visitors and there is no better way to connect than literally take them by the hand and give them a front row seat in our backyard where they will get to see whales and dolphins in their natural habitat.

“But the 100% Pure New Zealand brand has evolved over the last 25 years too: collectively we’re better storytellers and we’ve found new and wonderful ways to tell our stories. In 2024 it is not just about nature: our cultural story has evolved, our movie story has evolved, yet it is still homegrown and we’re still proudly and unapologetically 100% Pure New Zealand.”

Rotorua-based adventure tourism operator Kaitiaki Adventures is also celebrating 25 years in business this year. Owner and director Jason Wright still remembers the launch of 100% Pure New Zealand and how well it aligned with the values of his own business. “Having such a longstanding brand like 100% Pure New Zealand, has given the industry in New Zealand a strong, cohesive global message that now spans generations. The consistent messaging and longevity of the brand give the industry and visitors confidence.”

Mr de Monchy said the 100% Pure New Zealand brand work built desire for destination New Zealand. “It is helping to grow the number of people who are thinking of coming here for a holiday. The IF YOU SEEK campaign has helped drive record high preference for New Zealand as a visitor destination: we know 46% of people who are seriously considering visiting New Zealand now have us as at the top of their bucket list. We’ve recently refreshed campaign content to highlight New Zealand’s incredible year-round experiences to support our focus on growing off-peak tourism.”