NZ 100% pure?
Reports from the land of the long white cloud (or after reading this you think, is it really that white?) say that Tourism New Zealand is under fire after admitting parts of its overseas advertising campaign are less than 100% pure.
One advertisement shows an idyllic scene of two kayakers with dolphins swimming around their canoes, but it appears that the image is not a single photo, rather being digital editing which blends two different photographs i.e. one image of dolphins and the other image of kayakers, edited to fit together to create the image of the kyakers with dolphins, a scene which in reality did which does not exits!
Comments include that while it looks appealing, it is misleading and also “It’s trying to say 100% pure New Zealand when it’s not really 100% pure photo,” although Tourism New Zealand says that the image is not misleading but representational, with spokesperson George Hickton saying, “This is something that happens every day in our country, and therefore it’s a 100% pure New Zealand experience”.
Tourism New Zealand as admitted that it has touched up several other adverts in the series and would do so again, with Mr Hickton adding, “Sometimes it just doesn’t work for you and you have to use what technology allows you to do.”
But there are calls for the adverts to be withdrawn and replaced, with marketing expert Rick Starr telling Kiwi medai, “If there’s one image in a campaign that becomes questionable, then unfortunately all the other images become questionable.”
The Advertising Standards Authority said it will investigate any complaints it receives about the advertisement.
Hey media today touche up the sky or some part of the landscape, but to create an image that did not actually exist, then……………….?
What do you think – please let The Mole have your comments.
Report by The Mole
John Alwyn-Jones
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