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Group745
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Creative in association withGear Seven
Group745

Tourism New Zealand Reconnects to the World with a Pure Perspective

27/05/2020
Advertising Agency
Auckland, New Zealand
81
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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

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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