Celebrating 10 Years of 100% Pure New Zealand 0 Pure As Pure As Contents Xxxxxxxx Ourism N Ew Zealand Ourism N Ew Zealand T T 100% Pure New Zealand 1999–2009
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Celebrating 10 years of 100% Pure new Zealand 0 Pure as Pure as contents xxxxxxxx ew Zealand ew Zealand n n ourism ourism t t 100% pure new zealand 1999–2009 Y our words........................................................................................... 5 keeping it real ......................................................................... 36 what key tourism and branding experts have the 100% Pure new Zealand campaign made a to say about the 100% Pure campaign promise, and new Zealand needed to keep it. Award-Winning camPaign ...................................................... 37 Pure genius ...................................................................................... 8 awards for 100% Pure new Zealand, and a global campaign? why? new Zealand as a destination. The big idea ................................................................................. 12 the 100% Pure new Zealand brand, what it hard-fought funding ..................................................... 40 means and where it came from. new Zealand is a small player in the world of tourism, so are we backing the brand enough? Brand savvy .................................................................................. 20 what is a brand and why does new Zealand Brand evolution ..................................................................... 44 need one? the last ten years have been more than pretty pictures. STick to the knitting ................................................................... 21 business journalist rod oram has his Weaving a weB .................................................................................... 45 own opinion on 100% Pure new Zealand. once it was a radical marketing move to have a website for your business. 100% Pure Pulls Its WeighT .................................................. 23 united nations world tourism organisation keeping it fresh ..................................................................... 48 cites new Zealand’s campaign in its handbook a decade old, 100% Pure new Zealand is not on nation branding. standing still. Timeline ............................................................................................ 26 new media .............................................................................................. 51 ten years of 100% Pure new Zealand media is changing more rapidly than ever before, and the campaign needs to keep up if it’s going to leveraging the brand: 1+1 =3 ........................ 29 get to the people that count. a campaign is more than a tagline. new Zealand had to be clever to make its money go further. future challenges ............................................................. 54 100% Pure new Zealand needs to keep working for It’s a beauTiful game ................................................................. 34 new Zealand, whatever the world throws at it. the 100% Pure new Zealand campaign is already working to get rugby fans down here kissing the shadoW ..................................................................... 55 for the rugby world Cup in 2011. 100% Pure new Zealand has an underlying environmental implication, which has become very topical. for videos and more on the 10 year anniversary of the 100% Pure New Zealand campaign see Tourism New Zealand ................................................ 58 www.tourismnewzealand.com what does new Zealand’s national tourism organisation do? 0 0 Pure as Pure as ew Zealand ew Zealand your words your n n ourism ourism t t from the chief executive kia ora “100% Pure New Zealand is easy to understand for people of education. It has been used as is, in in 1999, when we launched our new — it still embodies those values i talked english, not translated into the Japanese language. global marketing campaign, i said that about all those years ago. This means that the campaign directly reaches the the phrase ‘100% Pure new Zealand’ was the a decade is a cause for celebration. sophisticated international travellers that New synthesis of everything we are — as a people, not just for tourism new Zealand, but your Zealand is targeting.” as a country and as an experience. that it for the government, for the tourism embodied our warmth, our diversity and industry and for the whole of new Fumihiro sakakibara, Managing Director, Mile celebrated our unique identity. Zealand. we can be proud that we have Post Consultant Inc. Japan ten years later, the campaign has a marketing campaign that is the envy of changed. today we reinforce that position many other countries. words “It’s obvious that New Zealand’s 100% Pure campaign with a focus on new Zealand as the i believe the reason that 100% Pure has been a great success simply because it’s been youngest country on earth. we also run new Zealand has been so successful is world view on 100% Pure new Zealand imitated by others! equally when people want to complementary campaigns in australia, not just because it’s a great catch phrase, point at a country which has managed to make the the uK and US. the internet, so innovative but because it is true. and it is the people natural environment a very large part of their tourism when we launched www.purenz.com in of new Zealand that give it that truth. “New Zealand is widely seen as one of the world’s “There is no doubt that the 100% Pure New picture, well New Zealand is usually top of the list.” 1999, has been joined by social networking ours is an authentic country, its strongest and most admired destination brands.” Zealand campaign has been very effective. The “If I was going to commend New Zealand, websites and a whole raft of new landscape — its culture and its people technology that just didn’t exist back in live the 100% Pure new Zealand values united Nations World Tourism Organisation campaign is based on a strong proposition, backed however, it’s the fact that you’ve managed to 1999. in 2009 we are dealing with a global every day, in their everyday lives. by relevant and credible images. Body copy is combine that outdoor picture with a sophisticated simple, straightforward and effective. after ten indoor/city picture as well. Well done!” economic crisis that has been dampening this publication looks back at the “The 100% Pure New Zealand campaign is one of tourism numbers around the world. last ten years of 100% Pure new Zealand. years, it is still a relevant campaign. If it ain’t broke the best marketing campaigns I have seen for a Tony Wheeler, Co-Founder, Lonely Planet through all this, the core essence if you take away anything, i hope it is — don’t fix it!” destination. It builds awareness and excitement guidebooks of the campaign has remained exactly that the campaign has worked for new about New Zealand using a fresh, innovative and Greg Duffell, CeO, Pacific asia the same, and is just as applicable. the Zealand. we think it has, as do the people Tourism association “Most operators don’t have the individual resources campaign still provides a strong, consistent quoted on this page, and many others. extremely engaging approach to every element of impression that provides potential visitors i believe it will continue working for us the campaign, but especially the TV spots.” to market New Zealand themselves. Over the past ten with an enduring message of new Zealand well into the future. Victoria Treyger, Chief Marketing Officer, “The campaign has had an impact because you years, the consistency and impact of the 100% Pure Travelocity haven’t kept reinventing it too much. By your New Zealand campaign means that operators can go consistency, you have reinforced the message that offshore to sell their own product, knowing that the the experience can’t really be improved.” job of laying the groundwork of what New Zealand “100% Pure NZ sits well with other international “I believe the campaign to have been extremely has to offer has already been done.” tourism campaigns. It is one I notice more than successful for New Zealand. The timing was “100% Pure New Zealand has undoubtedly most and admire its consistency. I think New george Hickton excellent — it anticipated, not followed the green lifted New Zealand’s profile internationally and Chief executive Zealand’s simple message and its consistency is consciousness shift. The double meaning of “Pure” given us a strong, clear point of difference in our tourism new Zealand its strong point.” also worked well as in identifying the uniqueness, key visitor markets.” Danny rogers, leading uK marketing, media and integrity, authenticity and essence of the brand.” Tim Cossar, Chief executive of the New Zealand travel journalist. editor of PrWeek and columnist anna Pollock, CeO of DestiCorp (Canada) Tourism Industry association for Travel Weekly (uK). S a Pure Pure as Zealand W ew Zealand e your words your n n m S ourism t Touri the campaign 1999-2009 the campaign the campaign around the pure NZ brand has helped make new zealand a destination that is high on people’s ‘must-visit’ lists “With 100% Pure what has been developed is a “New Zealand is one of the most respected and “as an inbound tour operator the 100% Pure reflection of what people have in their mind when desirable countries in the world and the Pure NZ New Zealand campaign has simplified things for they hear or see the words New Zealand. That is brand successfully represents many of the positive us — it’s something the New Zealand trade can a very strong and powerful asset to be protected. images, assumptions and expectations people have all use in some way. It is great to have one simple