Tourism New Zealand Takes To The Red Carpet

FRIDAY SEPTEMBER 14, 2007

Tourism New Zealand Takes To The Red Carpet

Tourism New Zealand is using the glamour and glitz of the Emmys to premiere its new 100% Pure New Zealand campaign in the United States.

The 59th Annual Primetime Emmy Awards - which recognise excellence in the television industry - shows live on Fox Television on Sunday, Sept. 16, 2007 in the US.

With viewers estimated to top one million in the Los Angeles and San Francisco regions, Tourism New Zealand has chosen the Emmys as the perfect launch pad for its new campaign.

"With California at the heart of Tourism New Zealand's strategy in the US, it's important for Tourism New Zealand to make use of these celebrity events to stand out against other destinations," Tourism New Zealand chief executive George Hickton said.

It will be the second time Tourism New Zealand has used the Emmys to promote New Zealand.

Last year there was a marked increase in internet traffic to Tourism New Zealand's website, which showed a definite upturn in interest, Mr Hickton said.

The new 100% Pure New Zealand campaign was launched in New Zealand in late August.

It highlights a unique selling point for New Zealand, the country's status as the youngest country on earth - the last habitable landmass to be populated.

It also uses the Maori legend of Maui fishing up the North Island to highlight New Zealand's unique culture and Maori traditions and stories.

Anyone wishing to view the new campaign can do so by visiting www.tourismnewzealand.com or by calling Cas Carter for a copy of the campaign on dvd.

ENDS

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