Tourism New Zealand launches latest brand campaign in India themed around mornings

Published on : Sunday, February 2, 2020

Tourism New Zealand has launched its latest brand campaign in India themed around mornings. Known as ‘100% Pure Welcome – 100% Pure New Zealand’, the campaign is inspired from an insight that mornings are an important time of the day for Indians, as well as for New Zealanders.


In many cultures, light has been a symbol of consciousness and spiritual illumination. Indians have always followed the principle of how a new morning means new hope, a new day, full of positivity and productivity. Since ancient times, Indians are familiar with Surya Namaskar or salutation to the sun – a popular yoga asana embodying gratitude to the sun for sustaining life on this planet.


New Zealand too celebrates mornings, and the new campaign attempts to imply this similarity. New Zealand being one of the first places to see the sunlight of a new day, Tourism New Zealand, as a part of this new campaign, has released a yearlong content series with ‘Good Morning World’ messages shared by locals welcoming visitors from their favorite spots across the country.


A new video is added every day, exhibiting different parts of the country. The campaign showcases what makes New Zealand unique as a holiday destination – its warm and friendly people, stunning landscapes and variety of things to indulge in.


Venessa Chen, regional consumer marketing manager, Asia, Tourism New Zealand said, “In Māori culture, dawn is a significant time of the day – every dawn, we celebrate life and new beginnings. With each morning, we acknowledge its potential.”


“The ‘Good Morning World’ content series, which is part of a global brand marketing initiative, aims to share the warmth of the people while showcasing the stunning landscape and activities visitors can enjoy. This content series is our own unique way to highlight the warm and welcoming nature of our people. We want to encourage Indian travelers to visit the country as we open our hearts and homes to the world and welcome them to an unforgettable experience in New Zealand,” Chen added.


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