New Zealand ads entice U.S. tourists with natural glory

Goetzl, David
February 2000
Advertising Age;2/7/2000, Vol. 71 Issue 6, p18
Trade Publication
This article presents information on a global advertising campaign launched in the U.S. by Tourism New Zealand in February 2000. The $20 million multi-nation push, about $2.5 million of which is targeted at U.S. residents, portrays the Pacific Rim country as an outdoor amusement park. Advertisements feature images of fly fishermen, speed boaters and hikers. The tagline for the campaign is "100% pure New Zealand." The effort seeks to tap into the mini-boom in adventure travel and targets people who want to experience a challenging, natural environment, according to Gregg Anderson, Tourism New Zealand's regional manager for the U.S. and Canada. The television and print effort marks the first time Tourism New Zealand, a government-funded organization, has used a campaign with the same themes in several markets. Previously, the group tailored its efforts in the target countries: Australia, Canada, Germany, Japan, Great Britain and the U.S.


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