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WhybinTBWA and Tourism NZ bring the country’s culture to life with new global campaign

NEW ZEALAND – Tourism New Zealand has launched its new global campaign for 2016, aiming to bring to life the unique culture at the heart of the diverse experiences the country has to offer.

Created by Whybin\TBWA Sydney, the new campaign highlights the amazing diversity of experiences that are in arms reach of anyone that comes to New Zealand. Using the line, ‘Every day a different journey’, the commercial, print and online executions, feature many of the authentic and unique stories the country has to share about the land and its people that can be experienced easily within a single trip.

Voiced by New Zealand actor Sam Neill, directed by Noah Marshall, produced by The Sweet Shop and music provided by New Zealand band Naked & Famous, the content film will run from July 1.


The campaign will also feature an updated ‘100% PURE NEW ZEALAND’ visual identity, using a more culturally meaningful typography, designed by Kris Sowersby and handcrafted in Kauri wood by local artist, Rangi Kipa, using traditional Maori carving techniques. A film showing how the new unique typography was made will be available on YouTube.

“The easiest option would have been to retire the 100% Pure New Zealand campaign and start again. Instead, we went back to what is at the heart of New Zealand’s unique offer – and that is our place and our people,” said Kevin Bowler, Chief Executive of Tourism New Zealand.

“When you put the landscapes, activities and people together you have a place that is unique in the world, a place where there is a wide range of things to see and do, and it’s all within easy reach. Every day you travel through New Zealand becomes a different journey.”

Watch the film here:

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