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Tourism New Zealand Reconnects to the World with a Pure Perspective

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The campaign developed by Special Group, New Zealand rediscovers the beauty of New Zealand ready for international visitors in the future

Tourism New Zealand Reconnects to the World with a Pure Perspective

100% Pure New Zealand is 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 in a new campaign developed by Special Group New Zealand.

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 [love] as they begin to recover and look forward to welcoming visitors again in the future when safe to do so.

The video released today 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.

Says Andrew Waddel, general manager, Tourism New Zealand: “We take great pride in welcoming Australian visitors to our place and showing them the Manaakitanga we have become known for. This is very important to us.

“We are now taken back to a time of simplicity and this gives us the opportunity to reflect on what’s important and what we hope to see for the future.”

New Zealand takes great pride in the welcome they share with international visitors.

Says Andrew: “We know many people around the world feel a special connection to New Zealand. When it is safe to do so, we look forward to sharing it with you again.

“We want to reassure future visitors that we are taking care of the nation island, and will continue to care for our place until we open up visitors.”

Ahead of international borders opening, Tourism New Zealand has been focused on encouraging New Zealanders to explore their own backyard with a new campaign launched last week. View it here.

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Client: Tourism New Zealand

CEO: Stephen England-Hall

Director Marketing: Brodie Reid

Global Brand Manager: Jill Chestnut

Global PR Manager: Lauren Vosper


Agency: Special Group NZ

CCO: Tony Bradbourne

Senior Creative: Matt Simpkins

Head of Client Service: Storm Day

Head of Strategy: Rory Gallery

Senior Producer: Sally Lankshear

Business Director: Amelia Daly

Production Company

Production Company: Sweetshop

Director: Dylan Pharazyn

DOP: Adam Luxton

EP: Kate Roydhouse

EP: Ben Dailey

Lead Editors: Luke Haigh

Sound Design: Liquid Studio

Composition: Maxwell Scott

Grade: David Gibson

Online: Stu Bedford

Genres: People, Scenic, Storytelling

Special Group Auckland, Wed, 27 May 2020 01:42:06 GMT