10 June 2009

Happy birthday, 100% Pure

AUCKLAND - The 100% New Zealand Pure brand is celebrating its 10th birthday and shows no sign of becoming jaded.

"We launched the brand at a time of great turmoil in the market," says George Hickton, chief executive of Tourism New Zealand. "Since then we’ve had September 11, SARS, the global warming debate and now swine flu, but through all of this the 100% Pure message is still relevant for New Zealand."

Hickton said the success of the campaign and the brand awareness it has created meant that Tourism New Zealand had been able to develop and build upon its investment rather than spend money on reinventing and recreating new marketing work.

"Everybody is searching for one statement that sums up their country. Other destinations ask us, ‘How can we do what you have done with 100% Pure’.

Hickton said the answer is to be both consistent and innovative with the message.

"We haven’t attempted to show everything, but we have captured the essence of New Zealand."

Tim Cossar, chief executive of the Tourism Industry Association of New Zealand, alluding to Australia’s recent marketing campaigns, said, "Australia hasn’t cracked the code like we have".
by Ian Jarrett
 

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