MOVING on from Middle Earth and its furry-footed inhabitants, Tourism New Zealand marked the 16th anniversary of its 100% Pure New Zealand campaign with a new direction, logo and slogan.
The new message, Every day a different journey, spotlights the diversity of activities and attractions available throughout New Zealand and is captured in a new commercial that will be aired online through New Zealand’s priority markets starting July 1.
Kevin Bowler, chief executive of Tourism New Zealand, commented: “For the next phase of100% Pure New Zealand, we’ll be emphasizing our story of closeness and diversity – how our amazing landscapes and activities are all within easy reach.”
Complementing this directional change is a new 100% Pure New Zealand logo, designed by a leading typographer Kris Sowersby and carved on native Kauri timber in a traditional way by artist Rangi Kipa.
The new logo will be used in all Tourism New Zealand activities including marketing, display advertising, exhibitions and on newzealand.com.
How the new logo came about is explained in a video by the NTO.
Andrew Fraser, director of marketing,Tourism New Zealand, said: “We wanted it to come from our place, the opportunity to actually use one of our leading font designers to help design something that reflects us as a people and us as a nation – this was really important.”
