Tourism New Zealand has rebooted its 100% Pure campaign to promote the country to travellers overseas.
In its first makeover in three years, the new $2 million campaign will focus less on the country's connection to the Hobbit films and more on the country's scenic attractions.
While the 100 Percent Pure slogan has been criticised at being at odds with the country's environment record, Tourism New Zealand chief executive Kevin Bowler, said the 16-year-old brand was still relevant as an experience for tourists.
He said while New Zealand was attracting nearly three million overseas visitors a year, the tourism market was very competitive.
Mr Bowler said the campaign would focus on the key markets of Australia, the United States and China, as well as Japan, Germany, and Britain, and emerging markets like Indonesia, India and South America.