publication . Other literature type . Article . 2002

New Zealand, 100% Pure. The creation of a powerful niche destination brand

Annette Pritchard; R Piggott; Nigel Morgan;
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  • Published: 01 Apr 2002
  • Publisher: Springer Science and Business Media LLC
Abstract
Building a destination brand presents many challenges, and this paper critically explores Tourism New Zealand's (TNZ) creation of the ‘100% Pure New Zealand’ brand. Launched market by market between July 1999 and February 2000, the brand is intended to provide the platform for a doubling of the country's tourism foreign exchange receipts by 2005. The paper opens by briefly reviewing some of the key barriers facing would-be destination branders. It focuses particularly on the processes involved in successful brand building, and identifies as key the achievement of celebrity status and conversational value. Critical to the creation of a durable destination brand i...
Subjects
free text keywords: Marketing, Strategy and Management, Brand management, business.industry, business, Brand awareness, Brand equity, Brand loyalty, Tourism, Advertising, Marketing research, Employer branding, Marketing management
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