TOURISM NEW ZEALAND
Inviting Australia to feel the embrace of this place
For years, 100% Pure New Zealand has taken Aotearoa to the world through innovative global brand campaigns. The next step in their journey was to get closer and more personal — giving people a tailored taste of everything our corner of the world has to offer. In 2021, we supported Tourism NZ on this shift, helping build and leverage a first-party database from scratch. Together, we shaped the experience, vision and programme roadmap, starting with a sensory onboarding journey designed to spark intrigue among our cousins over the ditch.
WELCOME EMAIL DAY 1 – KIA ORA
On day one, we share a personal video powhiri to welcome potential manuhiri to our whanau and (in the future) invite them to tell us a bit about themselves.
WELCOME EMAIL DAY 3 – SPOTIFY SOUNDSCAPE
Day three delivers a revealing, sensorial experience on Spotify with a curated playlist by 100% Pure NZ's. Inspiring potential manuhiri to get up close and personal, and follow us on Instagram and Facebook.
WELCOME EMAIL DAY 7 – BEST KEPT SECRETS
Listen to the locals on day seven, and hear about their secret spots, favourite places, and the hidden gems of Aotearoa, New Zealand. This demonstrates the warm welcome that awaits.