Story: Tourist industry

100% Pure New Zealand poster

100% Pure New Zealand poster

Since 1999 New Zealand has been marketed through a unified global campaign in eight major markets. The bold, concise statement of the tagline – 100% Pure New Zealand – was aligned with images of sweeping landscapes, in this case the Waitematā Harbour with Auckland’s skyline in the background. This urban image is an exception to the campaign’s focus on images of wilderness.

Courtesy of Tourism New Zealand

Using this item

Alexander Turnbull Library
Reference: Eph-E-TOURISM-2004-07

Permission of the Alexander Turnbull Library, National Library of New Zealand, Te Puna Mātauranga o Aotearoa, must be obtained before any re-use of this image.

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How to cite this page:

Margaret McClure, 'Tourist industry - Tourism boom', Te Ara - the Encyclopedia of New Zealand, http://www.TeAra.govt.nz/en/ephemera/23205/100-pure-new-zealand-poster (accessed 17 September 2019)

Story by Margaret McClure, published 11 Mar 2010