OVER the rubbery chicken at your next tourism symposium, challenge fellow delegates to name the world’s longest-running national tourism slogan. The answer—it was on the tip of your tongue—is “100% pure New Zealand”, Tourism New Zealand’s catchphrase since 1999. Why mess with a good thing? The notion of a country blessed with pristine land, water and air appeals not only to visitors. It goes to the core of what the country means to New Zealanders themselves. So the slogan has the “authenticity” such gatherings always call for.
New Zealand, wonderfully far from anywhere, really does seem to have it all: glaciers and jagged peaks, charismatic fauna, vineyards, lusty rivers for fly-fishing or rafting, dive sites and thousands of miles of glorious coastline—not to mention the cosmopolitan, foodie cities of Auckland and Wellington. Its genius, and that of its marketing campaign, is to appeal to everyone, from scruffy backpackers to silver-haired oenophiles and even the...Continue reading
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