The Australian tourism industry has rated the '100% Pure New Zealand'
campaign as the most successful tourism marketing campaign of
the past year.
The results of a survey by Roy Morgan Research showed 55 per
cent of respondents believed New Zealand had run the most
successful campaign, ahead of Canada (7 per cent), India (5 per
cent) and the UK per cent (3 per cent).
Australia was excluded from the survey.
Tourism New Zealand Chief Executive Kevin Bowler says the result
is a vote of confidence for '100% Pure New Zealand', which
celebrated its 10th anniversary in 2009.
"This recognition from our tourism peers across the Tasman is
testament to the way the campaign has adapted and evolved to remain
relevant, even after a decade.
"Last year's economic recession meant we had to look at doing
things differently, including targeting different traveller
segments and maximising conversion of interest into bookings. The
strength of '100% Pure New Zealand' has allowed us to do this
easily and effectively, in a way that was still recognisably New
Zealand."
Kevin Bowler says Tourism New Zealand remains committed to '100%
Pure New Zealand', but future work would emphasise the 'experience'
of a New Zealand holiday and communicating what visitors can
actually do here.
The survey, which was conducted to time with the annual Tourism
Futures Conference in Australia in July, also looked at issues
facing the Australian tourism industry and areas where the industry
could improve.
Competition by overseas destinations and fewer Australians
travelling domestically were singled out as key concerns this year
by Australian tourism companies surveyed, alongside global economic
conditions, increasing costs of living and the Australian exchange
rate.
Longer term concerns included the impacts of climate change on
Australian tourism destinations, the price of oil/fuel and the
world economy. Competition by overseas destinations remained a
concern in the long term, with 30 per cent of respondents saying
this would be a major challenge for Australia over the next
decade.
Participants singled out sustainability and tourism marketing as
the two main areas in which the Australian tourism industry needed
to improve its performance, followed by quality standards and the
country's brand.
Tourism Australia launched a new tourism marketing campaign last
month. With the tagline 'There's Nothing Like Australia', the new
campaign highlights all that's unique and iconic about Australia,
and features the personal holiday recommendations of Australians.
The new campaign began to role out in key international markets
during June.
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