As early signs of recovery begin to emerge in New Zealand, the country’s tourism has launched a ‘100% Pure New Zealand’ campaign that aims to reconnect friends and past visitors. This was done through the release of a video that highlights what is important in life, especially after experiencing a global pandemic.
Although the country’s borders remain closed to international visitors, the team behind New Zealand’s tourism felt it was an important time to share some reflections of hope and aroha (Māori for love) as the country begins to heal and look forward to welcoming visitors again in the future.
Values such as kaitiakitanga (protecting and caring for people and place), manaaki manuhiri (welcoming and looking after all visitors) and whanaungatanga (treating others like family) are implicit in the storytelling.
“A forced pause can be cause for reflection on what’s most important to all of us,” said Tourism New Zealand’s Regional Consumer Marketing Manager of Asia, Venessa Chen. “With barely a place on earth untouched by the global pandemic, its far-reaching negative impact is devastating and undeniable.”
Vanessa added that these values conveyed through the video are not a new belief system or a new way of living as it has existed before the pandemic. However, after experiencing the past few months, these values seem more important than ever right now.
New Zealand takes great pride in the welcome they share with international visitors.
Ahead of international borders opening, Tourism New Zealand has been focused on encouraging New Zealanders to explore their own backyard with a new domestic campaign, Do Something New New Zealand, launched last week.