In a new incarnation of its highly successful ‘100% Pure New Zealand’ tourism tagline, Tourism New Zealand has turned to face the rising sun with a campaign in which Kiwis will share their sunrise views on Instagram, accompanied by a series on various media.
Taking advantage of the fact they’re the first in the world to see the sun, more than 300 New Zealanders are taking part in Tourism New Zealand’s new brand marketing campaign: ‘100% Pure Welcome – 100% Pure New Zealand’.
It will air first in Australia, then in other markets, across television, cinema, out of home, YouTube, Facebook and Instagram, as well as Tourism New Zealand’s digital and social channels.
Participants will embrace the country’s stunning morning landscape and share with the world the things and places they love most.
The idea is to showcase what makes New Zealand unique as a holiday destination – its warm and welcoming people, stunning landscapes and variety of things to do. The series traverses the top of the North Island, to the bottom of the South Island, and is set in some of the most beautiful spots in the country.
“This new approach to our storytelling brings to life the unique nature of New Zealand,” Tourism New Zealand chief executive, Stephen England-Hall, explained.
“We set out to treat our visitors like whānau [family] which is underpinned by the Māori concept of manaakitanga, creating deep connections between people, extending hospitality, care and respect.
Mount Hikurangi. Hinetu Dell
Often visitors come to New Zealand for the landscapes, arriving as strangers, but leave as whānau, talking about the warm and welcoming nature of our people.”
The series launches with a feature film starring eight-year-old Parearau and one of her elders Hinetu, standing together as they witness the beauty of the world’s first sunrise atop their sacred Maunga [mountain] Hikurangi in Gisborne. The mountain is one of the first places in the world to see the sunrise.
“Did you know New Zealand is pretty much the first place in the world to see the sun?” asks Hinetu.
“Because we’re first to rise and shine each morning means we’ve got a bit more time up our sleeves. So, we always have time to say ‘kia ora’ [hello, good health]. We’ve got time for the little things, to show people around the place, not just as guests, but as whānau – our family. Pass on our local knowledge, and you know, do whatever it takes to make everybody feel our welcome.”
Hikurangi is also the place for a new world-first tourism experience – Greet the Dawn – which allows visitors to experience the sacred maunga [mountain] and see for themselves one of the first sunrises in the world.
Mount Hikurangi
Among the first welcome messages to be shared with the world are an adventure-seeking Southlander waking up with a canyon swing, a wannabe hobbit, a shoulder-nibbling horse, a group of teenagers in Northland giving lessons for an early morning jetty jump and a very enthusiastic parasailer.
Finally, just to show that sunsets in New Zealand are just as spectacular as sunrises, here are two photos that I (Peter Needham) took last week.
I took them with my phone while walking along Paraparaumu Beach to Raumati at sunset. Paraparaumu is about 80km north of Wellington, on the North Island’s west coast. The island in the foreground is Kapiti, a bird sanctuary that tourists can visit on organised trips.
Written by Peter Needham
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Peter,
That is a lovely shot of Kapiti at sunset. You are in my home town and that scene brings back many memories of walks along that long white beach.
The NZ Tourism campaign “Good Morning World” is great. I know many Kiwi’s who are watching each day and hope others are enjoying it as well.
Thanks Tina
Peter,
That is a lovely shot of Kapiti at sunset. You are in my home town and that scene brings back many memories of walks along that long white beach.
The NZ Tourism campaign “Good Morning World” is great. I know many Kiwi’s who are watching each day and hope others are enjoying it as well.
Thanks Tina
Thanks Tina! The Kapiti coast is certainly a lovely part of the world. I used to go there as a kid on family holidays. While Paraparaumu has changed a lot since then, the beautiful beach and Kapiti is the same.
Thanks Tina! The Kapiti coast is certainly a lovely part of the world. I used to go there as a kid on family holidays. While Paraparaumu has changed a lot since then, the beautiful beach and Kapiti is the same.