'100% Pure New Zealand' Destination Branding Campaign: Marketing New Zealand to the World
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appreciated the campaign as an excellent example of brand strategy and destination branding. However, Tourism New Zealand was later criticized for the 'pure' claim that it made as it ranked low on climate change performance. It was also criticized by independent agencies for not informing travelers about the potential health hazards present in the country. Faced with increased criticism from various quarters, Tourism New Zealand found it had to take measures to overcome these challenges and further leverage its destination brand.
» Understand the importance of branding a place to successfully promote it as a tourist destination
Destination Branding, Tourism Marketing, Marketing Strategies, STP Strategy, Channel Development, Branding, Brand Management, Marketing Campaign, Tourism New Zealand, Publicity, Public Relations, Promotions, Marketing Communication, Green Marketing
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