'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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Introduction cont...

They were of the opinion that this strategy had helped New Zealand maintain a uniform positioning for the country among world travelers. Ben Blackler, Head of Navigator Marketing⁴ , said at the 10th year anniversary celebrations of the ‘100% Pure New Zealand' campaign, "It struck me a while back that there's much too much chopping and changing in the marketing profession. As each new Marketing Director comes in, they're keen to make their mark and shake things up a bit...A consistent message delivered over a long period - as long as it's consistent with brand’s essence - builds recognition, credibility, and trust."⁵

However, growing criticism from around the world about the genuineness of New Zealand’s claim of purity⁶ and the building up of pressure from outside as well as inside regarding the ever-increasing emissions, affected New Zealand's travel and tourism industry in 2008, according to industry observers. However, the recession of 2008 had hit the travel and tourism industry at large

Excerpts - Next Page >>

4] Navigator Marketing is a sales and marketing consulting firm for travel and tourism companies to help them become more profitable through more effective marketing.
5] Ben Blackler, "Happy 10th Birthday of 100% Pure New Zealand," www.navigator-marketing.co.uk, September 22, 2009
6] New Zealand's '100% Pure New Zealand Campaign' claims that New Zealand has 'clean and green' environmental image which gives "clarity of air" and "glistening waters, and it is not polluted at all.


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