Campaign takes NZ to China for the first time

AUCKLAND – Tourism New Zealand (TNZ) plans to capture the attention of Chinese travellers when it launches its first ever advertising campaign in Shanghai this month.

TNZ’s global marketing campaign ‘100% Pure New Zealand’ will launch on April 21 with a focus on raising awareness of New Zealand as a holiday destination.

China has just become New Zealand’s fourth largest tourism market surpassing Japan in February this year. Over 122,000 Chinese visited New Zealand in 2007.

"Disposable incomes in China are increasing in tandem with Chinese awareness of the world. New Zealand needs to be up there now, while the market is still in its growth stages, to ensure we grab the attention of these kinds of travelers," TNZ chief executive George Hickton said.

Research conducted prior to the development of the campaign shows Chinese awareness and understanding of New Zealand as a holiday destination is very low.

The new 100% Pure New Zealand campaign will use digital mediums such as television commercials, outdoor billboards and the internet to bring the New Zealand holiday experience to life, showcasing its landscapes and the range of activities on offer within it.