Tourism New Zealand sticks with 100% Pure marketing in launch of new global campaign
Tourism New Zealand has stuck with its umbrella 100% Pure New Zealand tagline as it launched a new global campaign from Whybin\TBWA Sydney.
https://www.youtube.com/watch?v=kWOwe_n-2Gw
The tourism agency is building on its Every Day a Different Journey messaging launched last year with a fresh campaign with the aim of showcasing the country’s culture and diversity.
The launch is in line with Tourism NZ chief executive Kevin Bowler’s vision to move beyond Middle Earth – a central pillar of its marketing during the Lord of the Rings and Hobbit movies – by putting the focus on its culture and experiences rather than just landscapes.
100% excellent.
As a New Zealander this marketing smacks of false advertising and I’m surprised and somewhat incensed that TNZ is carrying on this sham on behalf of the average New Zealander.
New Zealand is anything but 100% pure.
The landscape is manufactured by 150+ years of intense agriculture, blighted by raw slurry pumped into rivers, creating Giardia bacterial cesspools.
Introduced species have decimated a precious and unique bird life.
Children go hungry under the roofs of domestic violence.
I could go on.
I understand that TNZ has to get tourists on the Disney/New Line tourist loop but there are better ways to do than out and out lie.
Bad show.
Well, Tourism Australia has not yet shown Tony Abbott jackhammering the Great Barrier Reef and going “well, what are ya, get here and see some mines”, while chopping down the last rainforest tree and saying “harden up, poor people!”…
Precious, you will never be happy.