Selling our country to the world has shifted from "cure" to "pure", a new exhibition of tourism posters has shown - but then some things haven't changed at all in a century of marketing.
Around 50 lithograths, produced by some of the country's leading commercial artists between the 1920s and 1960s, are being showcased in a new exhibition which opened at Rotorua Museum at the weekend.
It comes as the successful 100% Pure New Zealand campaign, now in its 16th year, is overhauled this month with a new font based on a kauri design by master carver Rangi Kipa.
![Marcus King, Maori Chief, c 1950 (left). Dennis Beytagh, New Zealand, 1960 (right). Photos / Tourist Department](https://www.nzherald.co.nz/resizer/v2/YVA6P2ZX3OFH47BXXMY2C66LVE.jpg?auth=5bbd0be3fd9e690ce7e2caf642a6aad6c0c6490eb9d23e592c53e70c04c78dd1&width=16&height=13&quality=70&smart=true)
The new exhibition, titled Selling the Dream, features many works that draw on the same marketing themes as today, with a few interesting exceptions.