In 2009 New Zealand's global tourism marketing campaign - '100%
Pure New Zealand' - celebrated its 10th anniversary.
When the campaign launched in Queenstown in 1999, the audience
was sceptical. After a catalogue of different, disjointed
campaigns, with different messages in different markets, and with a
recent shake-up of the then New Zealand Tourism Board's (NZTB)
board and executive, the NZTB had a reputation to rebuild.
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.
The past 10 years have thrown up challenges, but 100% Pure has
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.
Visit the 10 Years Young website to read more
about the first 10 years of 100% Pure New Zealand
New Zealand has managed to capture the world's imagination with
its consistent branding."
United Nations World Tourism Organisation