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More international accolades for Tourism NZ

25 February 2004 Media Statement

More international accolades for Tourism New Zealand

Minister of Tourism Mark Burton is once again congratulating Tourism New Zealand for the outstanding achievement of winning the 2004 Pacific Asia Travel Association (PATA) Grand Award for Marketing for their work on the successful 100% Pure New Zealand campaign. They were also awarded gold for the 100% Pure travel poster and their official website,

The awards come hot on the heels of TNZ’s win at the Hospitality Sales and Marketing Association International in New York last month. There, TNZ was awarded the international public relations award for destination marketing and gold for The Royal Tour, a documentary made in association with the Discovery Channel and featuring Prime Minister Helen Clark.

Mark Burton said that the awards were another stunning success for New Zealand’s tourism sector, and a clear illustration of the value of the government’s continued investment in the long-running and successful 100% Pure campaign.

“I’m getting used to wholeheartedly congratulating TNZ for their excellent work. Only a few years ago, we were an unknown quantity in the international tourism market, and TNZ has contributed hugely to the sector’s successes over the past four years. They developed a comprehensive profile of New Zealand’s ideal visitor—guests who travel regularly, actively participate in the natural environment, seek a wide range of authentic experiences, and are large consumers of cultural product.

“TNZ has worked tirelessly to promote New Zealand to these ‘interactive travellers’ as a sophisticated, high-quality, year-round destination. By leveraging off such high-profile projects as The Lord of the Rings and Whale Rider, as well as through their successful partnership with the Discovery Channel, TNZ have greatly increased New Zealand’s profile internationally within this target market.

“These awards are proof positive that the world is taking notice of New Zealand. Well done, TNZ—I’m looking forward to even more success in the future.”


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