You know the story - Phar Lap, pavlova, Crowded House, all stolen by our cousins across the ditch.

But now our boisterous neighbours are claiming one back, after Aussie media spotted striking similarities between tourism campaigns for both countries.

Escape, a Sunday lift-out in News Corp newspapers across Australia, published a story this week claiming New Zealand's new $3 million Where One Journey Leads to Another campaign matched that of Tourism Australia's year-old Coastal and Aquatic Experiences campaign.

Both focus heavily on their country's waterways.

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Source: Youtube / Australia

Toursim Australia managing director John O'Sullivan was far from upset about the potential similarities.

In an interview with Escape he lavished praise on Tourism New Zealand.

"Like Australia, New Zealand is not short of natural attractions and experiences when it comes to promoting itself to the world, with many of those based in, or around water.

"Aquatic and coastal is a big part of both our countries' tourism story."

This image of Waitangi is part of Tourism New Zealand's latest campaign. Supplied photo / Fraser Clements
This image of Waitangi is part of Tourism New Zealand's latest campaign. Supplied photo / Fraser Clements

With the exception of rugby, Tourism Australia was always glad to see New Zealand hitting goals, O'Sullivan said.

"When New Zealand goes well, so does Australia and we certainly wish them well with this latest campaign."

Tourism New Zealand corporate affairs manager Deborah Gray said in a statement this afternoon that like previous 100% Pure campaigns the new one captured New Zealand's natural beauty, with a focus on regional New Zealand to encourage visitors to experience more of the country.

"100% Pure is still going strong and is now in its 18th year, it's great to see the Aussies are still taking notice."

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Regional New Zealand, such as the West Coast's Franz Josef Glacier, is highlighted in the campaign. Supplied photo / Fraser Clements
Regional New Zealand, such as the West Coast's Franz Josef Glacier, is highlighted in the campaign. Supplied photo / Fraser Clements

Tourism New Zealand chief executive Stephen England-Hall told the Herald this week the new campaign will run for the next two years using digital marketing to find and convert people dreaming about a New Zealand holiday, into booking one.

The main feature video, still photography and four supporting films are under the government agency's global 100% Pure New Zealand campaign.

The Waitangi Treaty Grounds, Poor Knights Island Marine Reserve, Paihia Farmers Market, Hobbiton, Rotorua's Polynesian Spa, Abel Tasman National Park, Franz Josef Glacier, Haast Blue Pools, Bowen Falls and Kepler Track feature in the main video.

A record 3.6 million people visited New Zealand in the past year.

Poor Knights Islands features in the new Tourism New Zealand campaign. Supplied photo / Fraser Clements
Poor Knights Islands features in the new Tourism New Zealand campaign. Supplied photo / Fraser Clements