Why We Should Stick with 100% Pure

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?


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

Ian Yeoman, Associate Professor of Tourism Futures Victoria University

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.