| GREEN SCORE | NEW ZEALAND TOURISM |
| Effort | A- |
| Results | A- |
100% Pure New Zealand should be the outward expression of a Green Brand New Zealand strategy. There is no need to come up with some new campaign. It’s a goodie and a keeper. It is highly relevant, catchy, versatile, and slightly controversial through its obvious over-claim. It carefully exploits of the realms of allowed “puffery” by Commerce Commissions. All good things in a brand campaign.
100% Pure New Zealand is the child of the tourism industry. They took the risk on it, and have pushed it successfully ever since.
100% Pure New Zealand is grammatically different from claiming that New Zealand is 100% Pure, although the environmental interpretation has been strong. The tagline claims nothing more than New Zealand authenticity. Just like Drive a Ford, It’s the real thing, and It’s a Sony. So Commerce Commissions of the world can relax.
However, there is definitely room for development in how the tagline can be deployed. Tourism has until very recently been highly protective of the campaign. There was even a well publicized incident a few years ago of a timber merchant being asked to cease and desist from a look-alike initiative.
This “hands-off” approach is self-defeating. A country’s tourism brand is the Country Brand. It can’t be something separate. Rather than jealously guard the property, efforts need to be made to broaden its application in a controlled and constructive way to all New Zealand sectors. See Forestry.
In fairness, cooperation needs to flow better both ways. Some of our trade advocates have felt that the 100% Pure approach is too organic and agricultural for the hi-tech industries they are trying to develop. This has led to fragmentation and the development of other trade-related campaigns like New Zealand New Thinking. But a small country like New Zealand has no chance of building and sustaining multiple images in the global market. We just don’t have the necessary scale and resources.
At a May 2009 entrepreneurs’ brain-storming session in Auckland on how to break out of the recession, one idea was to offer free air travel to visitors prepared to commit to spending $10,000 in New Zealand. There could be another way to look at this idea which would also add value to our 100% Pure New Zealand brand. Perhaps if New Zealand can re-stimulate its recently stalled afforestation momentum the resulting carbon credits could be used to offset visitors’ air travel to this country. This might even provide formal trade-negotiating ammunition back at the likes of the United Kingdom’s recently introduced carbon tax on flying, in a way that would give us sustainable competitive advantage over other visitor destinations.
Admittedly the mechanics of how this might operate under an Emissions Trading Scheme would need some thinking about. But Forestry can help Tourism and, as we will see in the next Chapter, Tourism can help Forestry. Synergy in motion. These are the kinds of possible sectoral linkages that could and should be explored under a coordinated Green Brand New Zealand strategy. Read on.
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Tags: 100% Pure New Zealand, air new zealand, aviation, black cat cruises, clean & green, clean & green NZ, Clean and Green, clean and green New Zealand, clean and green NZ, ecotourism, Forestry, hectors dolphin, Kaitiakitanga, mauri dolphin, otago peninsula, penguin place, penguins, Tourism
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