'100% Pure New Zealand' Destination Branding Campaign: Marketing New Zealand to the World

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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.

Case Details:


Case Code : MKTG265 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges


Brand Management / Tourism Marketing / Marketing Communication / Green Marketing
Case Length : 17 Pages
Period : 1999-2010
Pub Date : 2011
Teaching Note : Not Available
Organization : Tourism New Zealand
Industry : Tourism
Countries : Global


This case is about a marketing campaign started by Tourism New Zealand in 1999 and how New Zealand built up a global reputation as a destination brand through this campaign. The case revolves around the '100% Pure New Zealand' campaign and the different marketing initiatives used by the country for tourism promotion. The branding campaign along with the channel development strategy adopted by Tourism New Zealand helped New Zealand to maintain a uniform positioning for the country among the world travelers. The theme of the campaign was to invite people to visit New Zealand and enjoy the diverse range of experiences available there. Industry experts

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
Understand the marketing strategies adopted by Tourism New Zealand to successfully create a brand for promoting itself as a tourist destination
Understand how a tourist destination can identify its unique selling propositions and positioning for marketing itself to global customers (tourists)
Discuss and debate the issues and challenges associated with New Zealand’s destination branding campaign


  Page No.
Introduction 1
New Zealand – The Country 2
Brand New Zealand 3
100 % Pure New Zealand - Marketing Strategies 3
100% Pure New Zealand – The Tourism Brand Success Story 6
100% Pure New Zealand – Problems Aplenty 7
Looking Ahead 9
Exhibits 10


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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