Tourism New Zealand launches 100% Pure Welcome push in Singapore

Tourism New Zealand’s new global marketing campaign has launched in Singapore, as the nation looks to showcase its “warm and welcoming people”.

The campaign is a further extension of long-running 100% Pure New Zealand strategy, with the new creative carrying the strapline 100% Pure Welcome.

It will feature a year-long content series, Good Morning World, so-called because New Zealand is among the countries to first see the dawn of every new day.

Every day for the next 12 months, locals will appear videos sharing s Good Morning World message from locations across New Zealand.

Singaporeans visiting NZ are being encouraged to join in and film their own Good Morning message and share it Instagram and Facebook using @GoodMorningWorldNZ and #GoodMorningWorldNZ.

As part of the launch, Tourism ZN surveyed 1000 Singaporeans which found a welcoming encounter improved the holiday experience for nine out of 10 people. A further 77% said a ‘good morning’ greeting improved their day.

“This new approach to our storytelling brings to life the unique nature of New Zealand,” Tourism NZ South and South east Asia regional manager Steven Dixon said.


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