Ok so im going to start with some exploration.

Obvious example is the Tui "yeah right" campaign. Brilliantly simple campaign centered around New Zealand's laid back culture.

http://www.scoop.co.nz/stories/HL0303/S00244.htm <~ relevant article! (Good read).

But I just want to explore a few more options here.

100% pure ad campaigns are interesting. Show a new zealand that alot of new zealanders dont see. What does this mean for tourism? If we show a new zealand that includes sky diving, snow boarding, walking through river valleys, dinning on the auckland harbour what would they think when they saw a stream with an ankor milk bottle lying there. How can we make these ads a more genuine experience than a PR movement.

idea: 100% pure or 100% of your money back.