TOURISM New Zealand is sharpening its international marketing efforts with the launch of a new campaign aimed squarely at the global business events sector.
The initiative, part of the 100% Pure New Zealand brand, is designed to spotlight the country’s unique blend of culture, innovation, and natural beauty as the ultimate destination for conferences and incentive travel.
The campaign, which went live this week across business events media and marketing channels, invites organisers and delegates to craft experiences that “100% meet their objectives” in New Zealand. It’s a call to action that positions the country not just as a scenic backdrop, but as a unique setting for professional growth and personal fulfilment.
“This is our call for people around the world to be totally connected, present, inspired and fulfilled in one of the world’s most breathtaking destinations,” said Tourism New Zealand chief executive René de Monchy.
The campaign’s creative direction refreshes the 25-year legacy of the 100% Pure New Zealand brand. It features a diverse cast of event visitors immersed in cultural and emotional experiences across the country, each discovering what Tourism New Zealand calls their “unique 100%”.
Penelope Ryan, global manager for business events at Tourism New Zealand, said: “We’re inviting the world to discover that New Zealand isn’t just a place you visit, it’s a place which fosters deep connection, leaving you totally fulfilled.”
Ryan highlighted the breadth of experiences available, from engaging with Māori culture and leading researchers to adrenaline-pumping adventures, tranquil nature escapes, and a world-class culinary scene. “Growth happens when we stretch ourselves. If you want a legendary event, you want it in New Zealand,” she said.
Tourism New Zealand’s Business Events team is backing the campaign with strategic funding and support to attract international conferences and incentive programmes.
