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Campaign Takes NZ to China for First Time

April 8, 2008

Campaign Takes New Zealand to China for the First Time

Tourism New Zealand plans to capture the attention of Chinese travellers when it launches its first ever advertising campaign in Shanghai this month.

Tourism New Zealand’s global marketing campaign ‘100% Pure New Zealand’ will launch on 21 April with a focus on raising awareness of New Zealand as a holiday destination.

China has just become New Zealand’s fourth largest tourism market surpassing Japan in February this year. Over 122,000 Chinese visited New Zealand in 2007.

Tourism New Zealand Chief Executive George Hickton says there is a growing number of middle class Chinese in Shanghai who are travelling overseas independently.

“Disposable incomes in China are increasing in tandem with Chinese awareness of the world. New Zealand needs to be up there now, while the market is still in its growth stages, to ensure we grab the attention of these kinds of travellers.”

Research conducted prior to the development of the campaign shows Chinese awareness and understanding of New Zealand as a holiday destination is very low.

The new 100% Pure New Zealand campaign will use digital mediums such as television commercials, outdoor billboards and the internet to bring the New Zealand holiday experience to life, showcasing our landscapes and the range of activities on offer within it.

The April edition of Tourism News takes a closer look at the research behind the campaign and the opportunities in China for New Zealand tourism.

To view Tourism News online go to:


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