We recently made a strategic change to our 100% Pure New Zealand
campaign.
What we're focused on at Tourism New Zealand with the new
campaign is: will the new message result in more
people choosing New Zealand over other destinations for their next
trip? It's that simple.
Because of the nature of what we do: marketing destinations and
experiences, rather than products, it's far too early to know if it
has started to have the desired result.
Having said all of that, it's worth taking a look 'under the
hood' to understand what problem our New
Zealand 100% Pure You communications are trying to
address. When Tourism New Zealand researched Australians, and
people in other key markets, we found a common issue: there were
plenty of people seriously interested in visiting New Zealand, but
something was holding many of them back from taking that next
step and booking their New Zealand holiday. We came to call
these groups in each market 'Active Considerers'.
Read the rest of CE Kevin Bowler's blog on New
Zealand 100% Pure You