There’s an interesting debate raging in New Zealand just now concerning their place marketing campaign ‘100% Pure New Zealand’.
The national newspaper, The New Zealand Herald, feels the campaign is 100% ‘Pure Hype’ and go to great lengths to punch holes in the ‘Pure’ positioning by examining some of the facts behind the countries ecological efforts.
I think they’re missing the point. The campaign doesn’t just rest on one narrow dimension but on several levels. The nature in New Zealand is stunning and varied, the activities available (and the number of ways of scaring yourself to death!) are incredible, the hospitality outstanding and many more things that add up to a totally unique experience – for me 100% Pure New Zealand.
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