'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 cont...

100% Pure New Zealand – Problems Aplenty

The campaign ran into troubled waters when international representatives of the media and rating agencies started pointing out that New Zealand was no longer 100% pure...

Looking Ahead

Experts opined that tourism had an important part to play in the economy of the country. The sector contributed US$16.2 billion (2010) or 11.6% of the GDP...

Exhibits

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

Exhibit I : List of Native Species of New Zealand

Exhibit II : Brief Overview of New Zealand

Exhibit III : Tourist Insights Related to New Zealand

Exhibit IV : An Image of the 100% Pure Rugby Ball Campaign

Exhibit V : Future Brand Country Brand Index 2009 and 2008

Exhibit VI : New Zealand Tourism Strategy: 2015



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