'100% Pure New Zealand' Destination Branding Campaign: Marketing New Zealand to the World

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Case Details:

Case Code : MKTG265
Case Length :17 Pages
Period : 1999-2010
Pub Date : 2011
Teaching Note : Not Available
Organization : Tourism New Zealand
Industry : Tourism
Countries : Global

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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"New Zealand has managed to capture the world’s imagination with its consistent branding"¹

- United Nations, World Tourism Organization, on September 16, 2010

But my prize for the most shameless two fingers to the global community goes to New Zealand, a country that sells itself round the world as “clean and green²

- Fred Pearce, Environment Writer, Guardian, in November 2009

Introduction

As of 2009, the 100% Pure New Zealand campaign³ had been running for more than ten years. The campaign, launched in 1999, sought to align the varied elements of New Zealand and to offer them as a complete package to the

discerning traveler/tourist to enjoy and have a unique traveling experience. According to experts, the campaign had been successful in promoting New Zealand to the world. The various awards that the campaign won over the years exhibited the strength of this destination branding effort.

Industry experts appreciated the campaign as an excellent example of brand strategy and destination branding.

Introduction cont... - Next Page >>

1] "10 Years of 100% Pure New Zealand," www.tourismnewzealand.com, September 16, 2010
2] Fred Pearce, "New Zealand was a Friend to Middle Earth, But It's no Friend of the Earth," www.guardian.co.uk, November 12, 2009
3] The '100% Pure New Zealand' is a government-sponsored tourism promotion campaign targeting tourists from other wealthy nations as 'cash cows.' About 2.5million foreign tourists including visitors from Europe, North America, China, Japan, Malaysia, Singapore, and S. Korea, visit New Zealand every year.


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