New video launch shares reflections on the New Zealand way of life
Tourism New Zealand has refreshed the 100% Pure New Zealand campaign by reconnecting with friends and past visitors around the world to share a reflection on what is important in life, as early signs of recovery begin to emerge for the island nation.
Despite borders remaining closed to international visitors for now, the team behind New Zealand’s tourism efforts felt it was an appropriate time to share a message of reflection, hope and aroha [Māori for love] as they begin to recover and look forward to welcoming visitors again in the future when safe to do so.
The campaign was refreshed with a video that reinforces deeply important values embedded in the New Zealand way of life from its unique Māori culture.
Values such as kaitiakitanga [protecting and caring for people and place], manaaki manuhiri [welcoming and looking after all visitors] and whanaungatanga [treating others like family] are implicit in the storytelling.
“A forced pause can be cause for reflection on what’s most important to all of us,” says Venessa Chen, Tourism New Zealand Regional Consumer Marketing Manager of Asia.
“With barely a place on earth untouched by the global pandemic, its far-reaching negative impact is devastating and undeniable. Yet in times of crisis, there lies opportunity. A time to pause, reflect and repurpose both ourselves and the world we live in. As old ways break down under pressure, new ways can break through or we can simply be reminded of what has always mattered.”
“For us, these values are not a new belief system or a new way of living,” said Chen. “But it feels like they are more important than ever right now.”
New Zealand takes great pride in the welcome they share with international visitors.
“We are proud of the beautiful island nation we are privileged to call home, but I think I speak for many kiwis when I say we are equally proud of how we open up our people and place to others and our care for them, the manaaki [welcome] we show.”
“We know many people around the world also feel a special connection to our home, so we want to reassure them that we are taking care of it and when it is safe to do so, we look forward to sharing our place again.”
Ahead of international borders opening, Tourism New Zealand has been focused on encouraging New Zealanders to explore their own backyard with a new domestic campaign, Do Something New New Zealand, launched last week.
About Tourism New Zealand
Tourism New Zealand is the organisation responsible for marketing New Zealand as an international visitor destination. Its mission is to boost New Zealand’s economy by growing the value of international visitors.
Tourism is the beating heart of New Zealand and crucial to the health of the New Zealand economy. As the number one export earner tourism delivers over $16 billion to the economy each year and employs nearly one in seven Kiwis.
Tourism New Zealand is making sure tourism gives back more to New Zealand than it takes by taking an increasing role in guiding visitor behaviour through initiatives like Tiaki – Care for New Zealand, responsible camping and driver safety campaigns.
The major tool we use to do this is the 100% Pure New Zealand marketing campaign, a campaign that has evolved over the past two decades to make New Zealand one of the world’s most well-respected tourism brands.