New Zealand's tourism brand 100% Pure New Zealand celebrated its
10th anniversary in 2009. Ten years is a long time in marketing, so
does that mean it's time for a change? Here are my thoughts on why
100% Pure New Zealand is just as relevant, if not more so, than it
was 10 years ago.
Cutting through the clutter
In a cluttered world where consumers have endless choices and
destinations offer a multitude of experiences and products, it
becomes even more important to portray a certain image - one that
saves people time gathering complex information in order to make
holiday decisions. A strong brand like 100% Pure resonates a clear,
congruent message, cutting through the clutter.
Pure simplicity
In today's society, many consumers are feeling overwhelmed by
the profusion of choices and 24/7 connectivity. So they tend to
simplify and get back to basics. From a tourism perspective, 100%
Pure New Zealand is a simple brand that represents purity, unspoilt
landscapes and an authentic experience. The uncomplicated manner of
the brand resonates with today's tourists.
Eco status
Around the world, being eco-conscious has become a status symbol
for consumers, partly replacing traditional status symbols that are
now associated with pollution, waste and excess. 100% Pure New
Zealand tells a fantastic story about New Zealand's attitude to the
world which is recognised by the world. It attracts the right type
of tourist to New Zealand - those that love the landscapes, open
spaces and green imagery
Peer recognition
An eco-iconic brand like 100% Pure has, at its heart,
credentials that many of our competitors want. Why would Norway
advertise itself as a destination 'not as far as New Zealand' to
the UK market unless we were doing something right?
Talkability
An eco-iconic destination has cultural capital. 100% Pure
New Zealand has a distinct appearance and story to tell the world.
People talk about New Zealand as a fantastic place to visit at
dinner parties, in the pub and in general conversations. According
to, Simon Anholt, one of the world's leading branding gurus, "if
New Zealand was in Europe it would be the most successful tourism
destination in the world".
Social currency
Status today is about experiences and stories. Consumers tell
each other stories to achieve a social dividend. 100% Pure New
Zealand has the kind of reputation that helps people talk about
'what we stand for' and 'our beliefs and attitudes'.
A generation of sharers
According to www.trendwatching.com, 'eco' is associated with
a group of people called 'Generation G'. The 'G' captures the
growing importance of generosity as a leading societal and business
mindset. As consumers are increasingly disgusted with greed and its
current dire consequences for the economy - which has them longing
more than ever for institutions that care - the need for more
generosity beautifully coincides with the ongoing (and
pre-recession) emergence of an online-fuelled culture of
individuals who share, give, engage, create and collaborate.
For many, sharing a passion and consequently receiving
recognition has replaced 'taking' as their status symbol of choice.
There is a behavioural shift in society's understanding of the
environment: we have responsibility for how we live and the
environment we live in. Consumers are becoming increasingly
conscious about what they give back to the environment and how they
conserve it for the right future.
A little bit of national pride
The people of New Zealand are simply proud of the brand - what
it stands for and the values it represents.
But we've got to keep it green
However, don't take 100% Pure New Zealand for granted. If the
tourist doesn't like you, they will simply tell the world via
YouTube or the dedicated website for 'green washing' at www.greenwashingindex.com.
That is why 100% New Zealand has to backed by quality assurance.
Qualmark is even more important today than ever before. One of the
key roles of quality assurance is to embed a green way of life into
day-to-day business for the tourism industry.
Quality assurance is even more important in the expectation
economy, which is inhabited by experienced, well-informed tourists
from Germany to South Korea, who have a long list of high
expectations that they apply to each and every product, service and
experience on offer.
Dr Ian Yeoman is the resident tourism futurist at Victoria
University of Wellington. Details about his research are available
from www.tomorrowstourist.com