{
  "slug": "100-pure-new-zealand-tourism-nz",
  "name": "100-pure-new-zealand-tourism-nz",
  "description": "One of the world’s most admired and longest-running destination tourism campaigns, \"100% Pure New Zealand\" is a brand of Tourism New Zealand. Launched in 1999, it promotes New Zealand's spirit of adventure, spectacular scenery, rich culture, and unique experiences to international travellers. It has evolved from showcasing natural landscapes to highlighting people, cultural stories, and film connections like 'Middle-earth'.",
  "url": "https://optimly.ai/brand/100-pure-new-zealand-tourism-nz",
  "websiteUrl": "https://tourismnewzealand.com/",
  "logoUrl": "https://logo.clearbit.com/tourismnewzealand.com",
  "baiScore": 57.5,
  "bai_tier_status": "active",
  "bai_score_status": "active",
  "archetype": null,
  "archetype_status": "active",
  "category": "Tourism Boards",
  "categorySlug": null,
  "keyFacts": [],
  "aiReadiness": [],
  "competitors": [],
  "competitorsProse": null,
  "inboundCompetitors": [],
  "aiAlternatives": [],
  "parentBrand": null,
  "subBrands": [],
  "updatedAt": "2026-09-12T01:28:43.873Z",
  "verifiedVitals": {
    "website": "https://tourismnewzealand.com",
    "category": "Tourism campaign",
    "what_it_does": "Promotes New Zealand as a travel destination, embodying its spirit of adventure, spectacular scenery, and rich culture to potential travellers. It aims to create brand recognition, build trust, and drive desire for New Zealand as a visitor destination.",
    "primary_audience": "Potential international travellers and visitors to New Zealand.",
    "core_product": "The \"100% Pure New Zealand\" brand and its associated marketing campaigns, including the consumer website newzealand.com and integrated social media platforms.",
    "pricing_model": {
      "kind": "free",
      "detail": null
    },
    "parent_ownership": "Tourism New Zealand"
  },
  "intentTags": null,
  "businessProfileClaims": [],
  "timestamp": 1790490259240
}