It’s been around for a while now (over 10 years) and quite possibly one of the most successful and unique tourism brands in the world that has stood the test of time. But is it time for something new? Would anything new just be a hard act to follow? Or a welcome evolution of progress and the growth of our industry?
We certainly wouldn’t want something safe and generic like the new Australian “There’s nothing like…” campaign. Yet 100% Pure is more than a campaign, it is a true brand that has earned it’s significance and can be interpreted on so many levels – it’s not just about being pure and green, it’s about promoting pure New Zealand experiences.
Changing a brand that works so well is a big decision, a gutsy move and something that perhaps should not be done just because “it’s time” but because it’s no longer relevant or effective. Tourism New Zealand certainly haven’t indicated a change is coming but it’s no doubt something for the new CEO Kevin Bowler to consider with his team.
Overall I think it’s a been and still is an effective overall umbrella brand for New Zealand and we should continue to create campaigns, like the “Youngest Country” and other more tactical campaign initiatives under that umbrella that can be differentiated to continue to inspire and attract our various target markets.
I’d be interested to hear the thoughts of others in our industry with your opinion is as to whether we should still be “100% Pure New Zealand”?