INSIDE TOURISM – EXPORT MATTERS
There has been some talk recently in the media about the 100% Pure New Zealand campaign – not as its effectiveness as a marketing campaign or how can we be 100% Middle Earth when we are at the bottom of the world (or the top depending on your perspective) but should we use a campaign slogan of 100% Pure in regards to our environmental status?
The 100% Pure New Zealand campaign was first delivered to the world in 1999 and I remember with excitement the range of opportunities the 100% Pure destination marketing campaign presented to different operators.
‘100% Pure New Zealand’ tells the story of how our landscape, people and activities combine to deliver a visitor experience that is unique to New Zealand. It is a tourism marketing campaign that has proven very adaptable across all markets and media. The statement is multidimensional – it has been used as 100% pure relaxation, 100% pure welcome, 100% pure adrenalin, 100% pure luxury, 100% pure you, etc. – all connected back to the core premise of 100% Pure New Zealand.
In Tourism New Zealand’s 2012 international visitor survey, our landscapes and natural scenery got an overall rating of 9.5 out of 10 – the highest rating in the survey. 8 out of 10 international visitors say that the environmental practices of the New Zealand tourism industry are better than in other countries – and that overall the New Zealand environment is being managed sustainably. In fact not only have we won the best destination marketing campaign for the 100% Middle Earth as per the World Travel Awards 2012, TNZ and the 100% campaign have won numerous other awards over the period of 13 years the campaign has been operating.
100% Pure is not an environmental or ‘clean and green’ claim. Tourism operators in New Zealand are responsible caregivers of the environment and are proud to share with our visitors their commitment to being as sustainable as possible. More than 1,000 New Zealand tourism businesses have met the strict criteria and hold an Enviro Award status and on an international scale this represents one of the largest clusters of recognised sustainable tourism providers. Our partnership with DOC (Department of Conservation) is a great example of working between the private and public sectors both via the concession and the conservation programmes.
While the media and general public are at liberty to make comment re the 100% Pure New Zealand campaign, the literal translation of 100% pure has been taken too literally and the evidence produced less scientific and more of a ‘gestimate’. Can we do better with our sustainability and environmental position? Yes of course but for the media to portray the country as an environmental disaster is potentially more damaging to the future of our tourism export receipts than the high dollar.
While I appreciate there is a spectrum of opinion re the 100% Pure New Zealand campaign, let’s make sure the discussion is around its effectiveness in marketing New Zealand rather than an ad hoc environmental score card.
New Zealand’s first treetop walkway and cafe is now open to all !
We have been operating for two weeks now (opened 14 December) with only one wet day that proved this is the place to be in the rain. The walkway is suitable for use in most weathers, with rainy days having the added advantage of increased bird and insect life.
We have umbrellas available to hire and also sell inexpensive ponchos so if you need something to do on a rainy day come and do New Zealand’s only treetop walk and then relax in our licensed Mahinuapua Cafe.
Click Immigration news Dec 2012 to read the latest news from Immigration New Zealand – 18 December 2012.
Who was spending the most in 2012 and where were they spending i?. Click Global Blue Spending Barometer 2012 to read this interesting collection of spending data
The TECNZ Member survey analysis Nov 2012 is available to view. We hope to make this an annual survey in the future.
Our impressive range of high quality luxury coaches range from 10 to 53 seats, with a fleet of over 60 vehicles nationwide. We can cater for all requirements and provide a consistently high level of service at all times. We are committed to being a leading coach operator by providing a full range of specialist services. By utilising our local knowledge, we can offer competitive rates for all your travel requirements.
Experience New Zealand’s most iconic adventure activities at unbelievable value. There is something for everyone with six adventure activities in the one location. NZ’s best value Bungy and giant Swoop sky swing, NZ’s first and fastest commercial jet sprint – Agrojet, NZ’s one and only flying wind tunnel – Freefall Xtreme, the world’s one and only racing monorail – Shweeb Racer and lastly New Zealand’s first dedicated bike bag, the Freestyle Airbag. Located in the picturesque country surroundings of Paradise Valley, just 10 minutes north of Rotorua.
Wētā Workshop is your gateway to filmmaking creativity. Visit our must-do, global award winning attractions and discover how imaginary worlds are brought to life.
The Wētā Workshop Experience – Wellington
Join our guided tours to learn about the making of movie effects; from armour to weapons, creatures to costumes, make-up to miniatures, and more! This is a museum style tour that celebrates monumental achievements we have made on and for the big screen. Get up close and personal, immersing yourself in our incredible small-group tour.
Wētā Workshop Unleashed – Auckland
We welcome to you to Auckland’s newest location-based experience – Wētā Workshop Unleashed. Opened in 2020, this is one of the cities premier attractions. Let our guide take you on a journey through three themed movie worlds – Horror, Fantasy Epic and Sci-Fi. This interactive and immersive tour will take you out of this world and transport you to a different realm.
Each site offers:
- 90 minute guided movie-making tours (public and private)
- 60 minute creative workshops
- VIP experiences
- Bespoke aspects
- Events
- Their own entirely unique experiences, showcasing multiple sides of Wētā Workshop
Don’t forget to stop by the famous Wētā Caves, tourist attractions in their own right.
Welcome to the following new members and we look forward to working with you!
Auckland and Beyond Tours – https://aucklandandbeyond.co.nz/ Contact person: Peter Hamdy
Envy Experiences – https://www.envyexperiences.co.nz/ Contact person: Nigel Humphries
ID Tours New Zealand – www.hollyfordtrack.com Contact person: Debbie Summers
Click here to see the latest Chc Recovery Status Report December 2012 re accommodation, attractions and activities.
