Tourism New Zealand is investing $3 million into the U.S. market with the launch of its "100% Pure New Zealand" brand campaign, with the Discovery Networks and Travel Channel as exclusive broadcast partners. The effort will utilize traditional television commercials as well as creative short and long form programming using Travel Channel talent.
There will also be a new element to the campaign—the "New Zealand Life Back Promise," solely developed for the U.S. market. The New Zealand Life Back Promise centers on American travelers expressing that their vacation to New Zealand was a soul-enriching, physically and mentally rejuvenating experience that "gave them their life back."
The Life Back Promise encourages travel sellers to communicate to consumers that even with a nine-day itinerary, they can experience a truly fulfilling New Zealand vacation. The Life Back Promise explodes the myth that a much longer vacation is needed.