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Published on : Tuesday, July 7, 2015
The campaign will be rolled out nationally from today, July 7 to October 31, 2015 and will mainly be targeting Independent Professional travellers in the cities of Delhi, Mumbai and Bangalore.
Every Day a Different Journey represents an evolution of the 100% Pure New Zealand campaign, moving from the idea of ‘fantasy is reality’ and showing a stronger relationship between people and place, as well as the idea that everything is within easy reach in New Zealand.
The new strategy and 100% Pure New Zealand commercial comes as one of the world’s longest running destination campaigns turns 16 making it among the world’s most successful campaigns.
Chief Executive Kevin Bowler says the past three years of 100% Middle-earth, 100% Pure New Zealand have been extraordinarily successful with international visitor numbers at record levels, but it is now the right time to move the campaign on.
Tourism New Zealand will execute this campaign through a fully-integrated marketing plan to deliver the 100% Pure New Zealand promise and aims at showcasing activities like sailing, vineyard tours, beach activities, waterfalls, glacier walks, wildlife and eco-adventures, soft cycling and glow-worm caves.
Speaking about the campaign, Steven Dixon, Regional Manager – South and South East Asia, says, “India is a very important region for Tourism New Zealand. Through our “Every Day a Different Journey” campaign, we aim to effectively engage with our Indian travellers to promote New Zealand as a preferred destination for a relaxing and rejuvenating holiday.
We would like our visitors to feel inspired to come to New Zealand. The communications strategy is structured in a way that moves people from dreaming about a New Zealand holiday, to planning and ultimately booking a holiday. We are emphasising our story of closeness and diversity – how our amazing landscapes and activities are all within easy reach.”