The new campaign puts visitors' unique experiences at the heart of the message.
According to chief executive Kevin Bowler, research suggested the country could further increase its appeal as a holiday destination by personalising its message and focusing more on the stunning landscapes and awesome scenery.
The campaign launched in Australia last night with television commercials, online banners ads and the new '100% Pure You' tagline. The campaign will be rolled out across North America, Europe and Asia by the end of February.
Featured in the creative execution is the experiences of a young woman jet boating, a middle-aged father taking his children tramping and a young woman horse riding as they enjoy the uniquely New Zealand experience.
Tourism New Zealand General Manager Marketing Communications Justin Watson said, "Authentic and special experiences will become the major draw card, while the beautiful scenery and environment will be a vital part of the story as the backdrop."
According to a release, the ads coincide with an Air New Zealand promotion from Australia to New Zealand.
