Diving and farmers' market showcased

The Poor Knights marine reserve is one of the attractions featured in Tourism New Zealand campaign. Picture / Supplied

The Waitangi Treaty Grounds, Paihia's farmers' market and diving at the Poor Knights are amongst the experiences showcased in Tourism New Zealand's new global 100% Pure New Zealand campaign - Where one journey leads to another.

The two-year campaign, which launches this week, uses sophisticated digital marketing to find and convert people 'dreaming' about a New Zealand holiday into booking a holiday.

It is the first outcome to be delivered from Tourism New Zealand's new four-year strategy targeting greater dispersal of visitors into more of the regions. It also encourages off-peak travel through supporting airline or travel agency partnerships.

Tourism New Zealand chief executive Stephen England-Hall said the campaign, to be delivered in two parts, was supported by Tourism New Zealand's world-leading partnerships with Facebook and Google, WeChat and Qyer.

"The first part is the dream content - the sweeping, cinematic-style advert that is designed to find people who already dream about a New Zealand holiday. We know this will grab their attention and really build that desire to travel here," he said.

"Once we have found our dreamers we will re-target them with different content designed to get them planning a holiday, and finally booking it with one of our supporting industry partners.

"The content we have created shows off the incredible range of experiences New Zealand has to offer, addressing one of the key barriers to travel which is

'What is there to see and do?' From diving at the Poor Knights, one of the world's top dive locations, to exploring a glacier on the West Coast and enjoying the beauty of the Kepler Track in Fiordland National Park, the campaign shows there really is something for everyone in New Zealand."

New content would be released in a few weeks, providing more specific information on travel routes, places to see, things to do, and some of the Kiwi hospitality to be experienced along the way.

Northland Inc general manager, regional promotions and tourism Paul Davis said it was exciting for Northland to be included.

"The campaign concept using Journeys fits exactly with the way we are pitching Northland's visitor proposition, as the way to entice visitors to disperse deeper into Northland's rich range of visitor experiences," he said.