Describe Tourism New Zealand’s slogan 100% Pure New Zealand and how it has evolved to

include 100% Pure Middle earth.

In this essay, I will be talking about one of the worlds famous slogan, 100% Pure New
Zealand. Its history, success, importance to tourism and New Zealand’s economy and to
finalise how true it is.
Tourism New Zealand marketing campaign is 100% Pure New Zealand. It was first
launched in 1999, being promoted as a scenic place with pristine environments and
unique landscapes, these days it is used to advertise tourism in New Zealand to, mainly,
international visitors. 100% Pure NZ not only represents the country being clean and
green, but also the way people understand nature and interact with the landscape, it is
also about the culture and the activities New Zealand has to offer.
When it all started in 1999, it was the first time that New Zealand had one message in all
its tourism markets around the world. The objective was to communicate a clear
message that caught the attention of the target market. The message expresses the
story of how the country’s unique combination of landscapes, people, activities, culture,
and beauty cannot be found anywhere else in the world, it is a 100% Pure New Zealand
experience. Although it has changed and evolved, it still aims to make New Zealand one
of the most desirable holiday destinations for tourists. The latest edition is 100% Middle
Earth, it targets all potential travellers to New Zealand showing the country’s stunning
scenery and experiences, along with Middle earth themed narration. It aims to influence
the interest generated in New Zealand by its starring role as middle earth in The Lord of
The Rings and The Hobbit movie; showing that the magical world seen in the cinema is an
actual place where you can explore, and live experiences only found here.
Tourism is an important sector for New Zealand’s economy, the tourism industry has
grown immensely since the 100% Pure New Zealand campaign was launched. In 2000, just
one year after the campaign started, visitors’ number were up 10%, visitor spending had
risen 20% and signs were showing that more people intended to come to NZ. Numbers
kept growing from 199-2004 at an average of 7% a year. Later 199-2008 arrivals showed a
50% increase; the 2 million milestone was passed in 2002. The results were impressively
quick; just in three and a half years brand recognition in NZ’s target market was at levels
that had taken other countries a decade t achieve.
But, is it true what we say about being 100% pure? A survey done in 2001 asking if the
tourist’s impression of New Zealand matched the values showed in 100% Pure New
Zealand shows that it is true; more than 80% of nationalities from Australia, North
America and Britain agreed. Maintaining quality standards and making sure that all
visitors have a good experience when they arrive is a part of al that. New Zealand is
competing with a number of different other destinations that all focusing on quality
experience; that’s why reviewing the existing Qualmark scheme that encourages high
standards in all accommodation, tours, activities, and transport is important. Recent
research shows that New Zealand does well, demonstrating that 90% f our visitors are
highly satisfied with their general experience and they would also recommend it to their
families and friends.
To conclude, even though New Zealand has still a lot of competition with countries that
have been coming up with new global campaigns, 100% Pure New Zealand keeps its
promise to show that New Zealand is an spectacular destination