Tourism New Zealand launches '100% Pure Welcome – 100% Pure New Zealand' campaign in India

Like many other cultures, New Zealand too celebrates mornings, and to signify this, Tourism New Zealand launched its new global brand marketing campaign creative, ‘100% Pure Welcome – 100% Pure New Zealand’, in India.

Inspired by the fact that New Zealand is one of the first places to see the sunlight of a new day,  Tourism New Zealand, as a part of 100% Pure Welcome – 100% Pure New Zealand, has released a content series with ‘Good Morning World’ messages shared by locals welcoming visitors from their favourite spots across the country. The campaign showcases what makes New Zealand unique as a holiday destination — the warm and friendly people, stunning landscapes and variety of things to do.

Venessa Chen, Regional Consumer Marketing Manager, Asia, Tourism New Zealand, said, “In Māori culture, dawn is a significant time of the day — every dawn, we celebrate life and new beginnings. With each morning, we acknowledge its potential.

“The ‘Good Morning World’ content series, which is part of a global brand marketing initiative, aims to share the warmth of the people while showcasing the stunning landscape and activities visitors can enjoy. This content series is our own unique way to highlight the warm and welcoming nature of our people. We want to encourage Indian travellers to visit the country as we open our hearts and homes to the world and welcome them to an unforgettable experience in New Zealand.”

Through an Instagram video on the brand’s social platform, New Zealand cricketers Mitchell McClenaghan and Colin Munro shared their own experience while playing New Zealand backyard cricket, their own form of Indian gully cricket, at Waiheke island in Auckland specifically for the brand launch in India.

To coincide with the brand launch, Tourism New Zealand and Immigration New Zealand together launched an extension of the Tourism Industry Partnership (TIP) Programme to facilitate faster processing of visitor visa applications for Indian leisure travellers.

With this new arrangement, Indian leisure travellers will benefit from a more streamlined visa service with a faster processing time of seven working days.

Steven Dixon, Tourism New Zealand’s Regional Trade Marketing Manager, Asia, said, “The extension of this programme is built on the success of our existing partnerships over the last five years. We are grateful to continue our association with Kulin Kumar Holidays Pvt Ltd, SOTC Travel and Thomas Cook India and we are looking forward to welcoming many more Indian leisure travellers by adding Flamingo Transworld Pvt. Ltd., Kesari Tours Pvt. Ltd. and Veena World. Between the three new partners, Indian visitors can now get expedited visitor visa processing in 60 additional locations across India.”

The Tourism Industry Partnership was originally launched in November 2014. Valid only for incentive visas in the first year, a grand total of 876 applications were processed. Last year, during the period of June 2018-July 2019, more than 5,000 (5,492) applications (which included incentive and leisure visas) were processed under the partnership, which is a positive 627% increase compared to the first year.

Marcelle Foley, Head of Operations Immigration New Zealand, said, “INZ is pleased with the success of the TIP programme over the last five years. This is a positive development to extend our partnership and include an increasing number of travel agents.”

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