(TAN): New Zealand has rolled out a new 100% Pure campaign which centres around Kiwis reconnecting with friends and family from all over the world to reflect upon what is truly important in life.
The “Pure Promise” campaign has reportedly been launched by Tourism New Zealand at a time when the world is trying to recover from the crisis created by COVID-19.
Andrew Waddel, Tourism New Zealand General Manager Australia reportedly said the newest version of the 100% Pure campaign, now in its 21st year, highlights values upheld by the country’s Maori culture. He reportedly added now is the suitable time to share this message of hope when both Australia and New Zealand look to ways of getting out of the pandemic.
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“We wanted to bring through the ‘Pure’ at the right time, which allowed us to talk more openly around how we were feeling about things as a country, while also picking up on strong recovery indicators that are coming from New Zealand and Australia. We wanted to share a positive message of hope, and with it a look to the future,” he was quoted by Ad News as saying.
“We know that people around the world have a special connection to New Zealand. And when it’s safe to do so, we look forward to sharing that with visitors again, in this particular case with Australians,” Travel Weekly quoted Waddel as saying.
The videos, called “A Journey of Reflection”, asks quintessential questions such as “What has changed?” and “What stays the same?” as an effect of the pandemic. They encourage New Zealanders to introspect that “as a country, as a planet we have an opportunity to look with fresh eyes at the things we value and those we no longer need”, “to build a better future” while “respecting and welcoming every culture” and “treating others like they’re your family”. The films also remind its viewers to “protect people and place” because “when you remember what’s important, you’re left with what’s pure”.
The new campaign comes amid discussion of a probable travel cooperation between New Zealand and Australia in the form of a trans-Tasman ‘bubble’, reports said. The ‘bubble’ through which leisure and business travellers can travel between the two countries that are said to be on “similar trajectories” in dealing with the pandemic could be useful for both nations – Australia accounts for New Zealand’s biggest foreign tourism market while the latter represents Australia’s second biggest market behind China, according to reports.
Tourism New Zealand recently launched a new campaign, “Do Something New, New Zealand”, encouraging Kiwis to look at domestic tourism in a whole new light and do something they have never done before, while ticking boxes on their bucket lists.
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