'100% Pure New Zealand' Destination Branding Campaign: Marketing New Zealand to the World

            
  
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Case Details:

Case Code : MKTG265
Case Length :17 Pages
Period : 1999-2010
Pub Date : 2011
Teaching Note : Not Available
Organization : Tourism New Zealand
Industry : Tourism
Countries : Global

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Excerpts

New Zealand – The Country

New Zealand, an island country in the continent of Oceania and situated in the south-western Pacific Ocean, comprises two major land masses...

Brand New Zealand

New Zealand had branded itself and its brand logo was the fern. This fern was a trademarked country-of-origin brand used by tourism and trade operators and all

100 % Pure New Zealand - Marketing Strategies

 		Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

The 100% Pure New Zealand was a global campaign and was consistent across all markets. The campaign employed different promotional media that combined the print, electronic, and digital media. Advertising, international media coverage, events, road shows, and trade training were the essential media of communication...

100% Pure New Zealand – The Tourism Brand Success Story

Between its launch in 1999 and 2009, the campaign garnered 50 international awards. Campaigns like the Chelsea Flower Show gold-medal winning garden, a Giant Rugby Ball in Paris, London, and Tokyo as an invitation to New Zealand for the Rugby World Cup in 2011, and other advertising ventures that accounted for more than billions of viewers upheld ‘100% Pure New Zealand’ as one of the best examples of nation branding in the world...

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