Tourism New Zealand

Building relationships here and abroad

For years, 100% Pure New Zealand has taken Aotearoa to the world through innovative global brand campaigns. The next step in their strategic journey is to get closer and more intimate and to give everyone a personalised taste of everything our corner of the world has to offer.

2021 saw us support Tourism NZ on this journey, helping them to build and leverage a first-party database from scratch. We set the experience vision and programme roadmap, acquired over 100,000 local subscribers in our first year, created a sensory onboarding journey, and continue curating a monthly engagement programme that drives incredibly cost-effective referrals to travel partners, boosting intrigue in NZ as a destination.

Inviting Australia to feel the embrace of this place
Welcome email day 1 – Kia Ora

On day one, we share a personal video powhiri to welcome potential manuhiri to our whanau and (in the future) invite them to tell us a bit about themselves.

Welcome email day 3 – Spotify Soundscape

Day three delivers a revealing, sensorial experience on Spotify with a curated playlist by 100% Pure NZ’s. Inspiring potential manuhiri to get up close and personal with and follow us on Instagram and Facebook.

Welcome email day 7 – Best Kept Secrets

Listen to the locals on day seven, and hear about their secret spots, favourite places, and the hidden gems of Aotearoa, New Zealand. This demonstrates the warm welcome that awaits.

Monthly newsletters

In the past year, we’ve highlighted New Zealand’s diverse experiences by focusing on what motivates and excites travellers. To help potential manuhiri move from dreaming to planning and booking.