Indiantelevision.com Team

(26 February 2008 6:30 pm)

MUMBAI: Prompted by the increasing popularity of New Zealand as a tourist destination among Indian visitors, Tourism New Zealand (TNZ) is all set to impress Indian audiences with the launch of its award-winning 100% Pure New Zealand campaign, focusing on New Zealand as the world's youngest country.

Marking a first-time consumer marketing initiative in India, the campaign aims to allure travellers to experience freedom, youthful exuberance, exhilaration and life in this island nation.

As TNZ's latest drive to promote itself in India, this campaign will see a focused roll-out through the electronic media and is targeted at a high-end, niche audience of seasoned travellers comprising families, honeymooners and business visitors.

The 100% Pure New Zealand ad will air on select channels in India as well as appear in a combination of business, leisure and lifestyle websites, linking visitors to www.newzealand.com.

Another element of the board's marketing initiatives is the launch of an India gateway - www.newzealand.com/travel/ india - to meet the specific travel needs of its Indian consumers.

"It is indeed a proud moment for Tourism New Zealand, to bring our 100% Pure New Zealand campaign to one of our fast growth markets, India for the first time. Our amazing scenery and warm culture entices Indian visitors to visit, but changing consumer values reveal a deep desire for emotional, unique holiday experiences - which forms the campaign's central proposition", TNZ CEO George Hickton says.

"Historically New Zealand was the last landmass on earth to be inhabited, making New Zealand the Youngest Country on Earth. This is a unique selling point for New Zealand as we believe that people can come here and experience life as it should be. Having consistently delivered an annual 10% growth for the past four years, we are certain that Indian travellers will draw immense inspiration from this campaign to come experience our nation first hand for themselves," adds Hickton.

TNZ India manager Kiran Nambiar says, "Over the years, India has witnessed overwhelming growth, with 21,853 Indian visitors in 2007 alone who indulged in some of our finest adventure and luxury products. Encapsulating the spirit of New Zealand's youth and a sense of freedom inspired from its pristine environment, the 100% Pure New Zealand ad campaign will undoubtedly resonate well with Indian audiences who have always displayed high interest in exploring our diverse, unique experiences. Our objective is to add value to travellers' holidays by encouraging longer length of stay, increased participation in adventure activities and partaking in luxury experiences."

The 100% Pure New Zealand ad opens with a story of the genesis of New Zealand's land mass and features state-of-the-art digital imagery created by Lord of the Rings director, Peter Jackson's production studio Weta Digital.