Pure Success

Tourism New Zealand’s 100 per cent Pure campaign has topped an international branding survey published by the United Nations World Tourism Organisation and European Travel Commission. The survey asked 165 national tourism organisations which countries they considered to be good at destination branding. Tourism New Zealand Chief Executive George Hickton said the result was a “fantastic” reinforcement of the effort and perseverance that had gone into building the 100 per cent Pure New Zealand brand. The Australian’s Departure Lounge column called the campaign “mega-successful”. In the article, titled ‘Pure waste of money’, The Australian ponders “the effectiveness of tourism slogans and the Australian federal government’s plans to spend $20 million over four years on a brand campaign to promote Australia’s investment potential and tourism drawcards. Given the ever-competitive nature of trans-Tasman tourism, how about ‘Australia. It’s not New Zealand.'”