100% Pure Marketing

Posted on July 19, 2006. Filed under: Travel |

Hotel Travel News – Report: Marketing a key role for NZ tourism

New Zealand is one of those destinations that, as the Tourism Minister
states, has to make sure its marketing produces above average results.
This reminds me of the country I was personally involved with,
Switzerland. Both can’t just rely and build on the automatically
generated attention that is created for major tourism destinations such
as France, Italy or the United States. One advantage Switzerland
enjoys, is geographic proximity to its major source markets, with the
exception of Australia, New Zealand’s other markets are a great
distance away. One key strategic element for New Zealand is the unique
combination of natural beauty not found elsewhere. This was reflected
in the very attractive and I think effective 100% Pure campaign.
Another is the cultural history of the country. The correct combination
of assets effectively communicated with smart marketing that cuts
through the clutter and sameness of so much tourism advertising should
bring positive results. In New Zealands case that is most likely a
visitor staying longer in the country and is a higher spending one that
in many other countries. Both are results that many destinations have a
harder time to achieve.

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