The successful 100% Pure New Zealand tourism marketing campaign will turn 10 years old this year, providing some cheer for an industry battling the economic downturn.

After a rocky start, the campaign that was rushed through in 1999 to meet the new millennium has become New Zealand’s longest-running tourism campaign and one of the longest-running global campaigns in the world.

Tourism New Zealand has found a new way of promoting this country as a destination – hosting two episodes of US hit TV show The Bachelor.

The reality show, now in its 13th season on the ABC network, was filmed in parts of Northland and Queenstown as part of Tourism New Zealand’s International Media Programme

It’s the latest in a string of media productions that have been latched on to for tourism promotion in recent years, the most notable being movie trilogy Lord of the Rings.