Tourism New Zealand has unveiled the business events-focused extension of its refreshed global brand campaign, 100% Pure New Zealand, celebrating the people, places, and culture that make conferences and incentive travel in Aotearoa New Zealand truly distinctive.
This latest campaign places the iconic 100% Pure New Zealand brand front and centre, inviting event organisers and manuhiri (visitors) to craft programmes that fully meet their objectives in New Zealand.
Tourism New Zealand chief executive René de Monchy commented: “This is our invitation to people across the globe to be completely connected, present, inspired, and fulfilled in one of the world’s most awe-inspiring destinations.”
Launching across business events media and marketing platforms, the campaign encourages decision-makers to take their events beyond the ordinary. It highlights New Zealand’s unique blend of innovation, culture, and transformative experiences as the key to delivering something truly memorable.
Penelope Ryan, global manager business events at Tourism New Zealand, added: “We’re inviting the world to see that New Zealand is more than a destination – it’s a place that nurtures deep connection and leaves visitors feeling genuinely fulfilled. A journey to New Zealand offers far more than scenic beauty. There’s something for every event – whether it’s engaging with leading researchers, experiencing authentic Māori culture, seeking adventure, finding rejuvenation in nature, or indulging in our world-class culinary offerings. Growth comes from stepping outside the familiar. If you’re aiming for a legendary event, New Zealand is where you’ll find it.”
The campaign’s creative direction breathes new life into the enduring 25-year legacy of the 100% Pure New Zealand brand. It features a diverse array of event attendees immersed in rich cultural and emotional experiences across the country, each one discovering what it means to find their unique 100%.