Rene de Monchy Rene de Monchy

20 years on: 100% Pure to evolve

With next year being the 20th anniversary of the 100% Pure NZ strategy, Tourism NZ is evolving it to make sure the country is ready for sustainable growth.


‘It’s been a successful, consistent campaign that delivers for the vast majority of visitors,’ says Rene de Monchy, director commercial for Tourism NZ, who spoke at the New Zealand Cruise Conference in Blenheim last week. ‘But we need to evolve. Lots of other destinations are showing what we show – mountains, lakes, vineyards. To make sure we remain relevant, the brand needs to go beyond that and to our welcome and our people. We want our visitors to arrive as strangers and leave as whanau. ‘New advertising has gone live in the Australian market that brings people into our landscape,’ de Monchy says. ‘A series of ads are being developed for different parts of the country so that we can compete with other destinations with landscapedriven campaigns. The campaign will also roll out in Brazil and Argentina. ‘We’re working closely with Maori Tourism to build the evolution.’