New Zealand is a country of innovators, and no other industry
reflects this better than tourism. We invented the jetboat and
ski-plane, and made bungy into a world phenomenon.
But it was the creation of the first national tourism
organisation in the world, back in 1901, that was the most
innovative move of all.
The Beginning
Innovative, creative, practical - these are all words that we
regularly hear about New Zealand and New Zealanders.
It's no surprise then, that New Zealand can boast both the
world's oldest national tourism organisation - and one that has
pushed the boundaries of tourism marketing with its use of new
technology.
In 1999, the New Zealand Tourism Board adopted the trading name
Tourism New Zealand and became the organisation it is today.
However, the organisations that were its forerunners have a much
longer - and record-breaking - history.
Small country, big ideas
By 1901, New Zealand had already gained an attractive reputation
as a 'thermal and scenic wonderland', primarily through the
attractions of Rotorua, with its combination of natural hot springs
and unique Māori culture.
Attractions such as Mt Cook, the Milford Track, Queenstown, the
Whanganui River, and the Waitomo Caves, along with sporting
activities such as hunting and fishing, were the main drawcards for
early tourists.
During the early 1860s through to the 1880s, many distinguished
literary visitors from abroad arrived in New Zealand. Early
celebrity visitors included George Bernard Shaw and Mark Twain,
along with Zane Grey, renowned novelist and keen angler from the
US, who dubbed the Bay of Islands, the 'Angler's Eldorado'.
Tourism potential
The Government recognised, with remarkable foresight, that
tourism held much potential, and that an organisation was necessary
to grow the fledgling industry. So, in 1901, New Zealand became the
first country in the world to establish a national tourism
organisation - the Department of Tourist and Health Resorts.
The Department was charged with promoting New Zealand overseas, as
well as developing the infrastructure and resources required to
attract visitors to our shores. It had a big job ahead of it.
By 1903, New Zealand was receiving around 5,200 visitors a year,
a substantial number, given the distance and time it took to get
here. However, the lack of infrastructure to accommodate these
visitors was hindering growth. There was not enough accommodation
and standards were basic.
Transport infrastructure was also sorely lacking. The first road
trip from Wellington to Auckland did not occur until 1912 and took
many days, while even getting from Christchurch to Mt Cook involved
a train trip as well as 22 hours of travel by road. Development,
access and maintenance were critical and sorely needed in many
areas.
Promotion of New Zealand overseas began immediately through the
establishment of agencies overseas and at home; the distribution of
promotional and advertising materials; and the setting up of
international exhibitions. By 1911, these agencies - the Government
Tourist Bureaux - were providing a full travel booking, itinerary
planning and information service to tourists and travel agents both
in New Zealand and offshore.
As the 1900s progressed, the Department took on many different
roles and responsibilities, and names. Roles as diverse as building
and managing accommodation, booking and planning activities for
visitors (the Government Tourist Bureaux), operating coach tours
(Tiki Tours) and overseas promotion were all, at one stage or
another, roles of the national tourism organisation.
Kiwi innovations
New Zealanders embraced tourism in their usual unconventional
way. Some of the best known contributions to our tourism industry
have been Kiwi inventions such as the ski-plane (a controlled crash
on snow-covered precipices), the jetboat (taking a flat bottomed
boat up river against the river's flow) and popularising bungy
jumping, (throwing yourself off great heights with a rubber band
attached to your ankles!).
Back to basics
In the late 1980s, with the move towards privatisation, the
Government Tourist Bureaux, National Film Unit, New Zealand Rail
and Tourist Hotel Corporation, all organisations run by the
Department, were sold by the Government to private
enterprise.
The organisation was then renamed the New Zealand Tourism
Department.
In 1991, the organisation evolved further with the creation of the
forerunner of the current organisation - the New Zealand Tourism
Board - a Crown Entity with a private sector-led board.
100% Pure New Zealand
In 1999, Tourism New Zealand became the trading name of the
organisation and in the same year the 100% Pure New Zealand
campaign was launched.
It was the first time New Zealand had one message in all of its
tourism markets around the world. The campaign was developed to be
clear and concise: to communicate a single message about New
Zealand that captured the imagination of our target market.
The New Zealand 100% Pure campaign is now one of the world's most
well-respected tourism campaigns. The campaign was used in all of
our international marketing work - including advertising, events,
international PR activity and online marketing.
The Youngest Country
Tourism New Zealand launched a new era of the 100% Pure New
Zealand advertising campaign in 2007, with a focus on New Zealand
as the youngest country on earth.
According to historians, New Zealand was the last habitable
landmass on Earth to be settled by humankind. This youthfulness is
unique to New Zealand and conveys everything that is fresh and
un-spoilt about the country and its people.
In 2007, the idea of 'the youngest country on Earth' became the
central idea behind a re-launch of the 100% Pure New Zealand
campaign.
With the assistance of Wellington-based Weta Digital, Tourism New
Zealand created a new television commercial featuring the Māori
creation story and the North Island being hauled from the sea like
a giant fish.
The 'Youngest Country' commercial draws viewers into the action,
showing visitors interacting with New Zealanders, experiencing the
thrills of the activities we offer and interacting with our
landscapes and culture. It conveys the openness of our people and
the youth and vibrancy of our culture.
Going Global
The Youngest Country campaign launched in November 2007 with a
24-hour takeover of YouTube's global homepage. An estimated 600,000
people from around the world saw the new television commercial on
YouTube in the first 24-hours.
Launching in the UK, US, Australia and Japan, the new commercial
has since appeared in Canada, India, China, Germany and South
Korea.
It has shown on television, online and in cinemas, as well as on
digital billboards in crowded subway stations, alongside busy
motorways or in office buildings and shopping centres - providing a
stark contrast to the daily lives of many in our key markets.
All advertising directed consumers to Tourism New Zealand's
award-winning consumer travel website, www.newzealand.com.
10 Years of 100% Pure New Zealand
In 2009, New Zealand's global tourism marketing campaign - '100%
Pure New Zealand' - celebrated its 10th anniversary.
Ten years, 50 awards, a Chelsea Flower Show gold-medal winning
garden, a Giant Rugby Ball in Paris, London and Tokyo, thousands of
advertising spots and billions of viewers later, the campaign has
proved its worth, and is upheld as one of the best examples of
nation branding in the world.
In late 2009, the success of the campaign was recognised by
tourism organisations from around the world when New Zealand came
out on top of a survey by the United Nations World Tourism
Organisation asking what countries were best at destination
branding.
"New Zealand has managed to capture the world's imagination
with its consistent branding."
United Nations World Tourism
Organisation
The 10 years following the launch threw up a number of challenges,
but 100% Pure survived September 11, SARs, increasing environmental
concerns and global recessions. The consistency of 100% Pure in the
face of these challenges has helped build its reputation and make
it a powerful brand for New Zealand tourism.
New Zealand 100% Pure You
Today, Tourism New Zealand continues to
market New Zealand internationally as a tourism destination,
fuelling the desire of the world's travellers to visit these
shores, now using New Zealand 100% Pure You.
The current campaign has evolved from the iconic 'New Zealand 100%
Pure' advertising message, first launched in 1999. New Zealand 100%
Pure You is used in the majority of our international marketing
work - including advertising, international PR activity and online
marketing, while New Zealand 100% Pure is used in event and
sponsorship activity.
Major Tourism New Zealand research undertaken in 2010 suggested
New Zealand could improve its appeal as a holiday destination by
personalising its marketing message and focusing on more than
stunning landscapes and awesome scenery. The addition of 'You' to
the successful 100% Pure New Zealand advertising message was a
logical next step and is the natural evolution of our successful
decade-old message.
The new message, 'New Zealand 100% Pure You', aims to personalise
the New Zealand holiday experience and bring to life the diverse
tourism experiences available in New Zealand. Authentic and
memorable experiences become the major draw card, while New
Zealand's beautiful scenery and environment will continue to be a
vital part of the ongoing story as the backdrop.
New Zealand 100% Pure You aims to capture the imagination of our
target market whether they are in Melbourne, London, Guangzhou, Los
Angeles, Berlin or Tokyo. Through the communication of a special
combination of activities, landscape, people and culture that
create a uniquely New Zealand experience, people actively
considering New Zealand as their next holiday destination
understand New Zealand as 100% Pure You.
Tourism New Zealand continues to innovate with its marketing
activity, being the first to place tourism information on Google
Earth, the first to take over YouTube with destination marketing,
and with its increasing use of other social media tools to tell the
world about New Zealand's tourism attractions.
Our marketing methods continue to evolve and change, but the core
objective has not - to make New Zealand the most desirable
destination in the world for our target market.
For more
information on 100% Pure You