Discover your 100% trip to New Zealand

Tourism New Zealand needed a digital platform that did more than showcase landscapes, it had to emotionally invite visitors to “find their 100 %,” to feel deeply connected, inspired, and fulfilled through their travel planning.

The work puts the iconic 100% Pure New Zealand brand front and centre, inviting manuhiri (visitors) to find their 100%. It’s a call for people around the world to be totally connected, present, inspired and fulfilled in one of the world’s most breathtaking destinations.

We designed an engaging digital platform that invites users to explore New Zealand by selecting from a range of inspiring images. These images represent different types of activities and experiences across the country. As users interact with the platform, their preferences are analysed and translated into activity categories, each shown with a percentage that reflects their interest level.

By weaving together storytelling, intuitive UX, and brand consistency, we delivered a digital product that amplifies the emotional promise of 100% Pure New Zealand while supporting tangible tourism goals.