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Essay / Research Paper Abstract
This 18 page paper looks at the 100% Pure New Zealand tourism campaign and assesses its effectiveness. The paper looks at the way in which tourism campaigns may be undertaken, and uses a different strategy seen in China a comparison. The campaign itself is then examined, looking at how it was presented as well as the results. The strengths and weaknesses of the campaign are then discussed with an assessment of the way in which it may be used in future. The bibliography cites 13 sources.
Page Count:
18 pages (~225 words per page)
File: TS14_TEpureNZ.rtf
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Unformatted sample text from the term paper:
In 1999 the 100% Pure New Zealand campaign was launched with the aim of increasing the number of international visitors coming into New Zealand. The concept of marketing
New Zealand as a tourist destination was not new, this country was the first to have a dedicated government tourism department, when the Department of Tourist and Health Resorts was
created in 1901 (Tourism New Zealand, 2010). A commitment to tourism has been significant for a 20th-century, initially playing a tactical role of running hotels in putting together itineraries for
travellers, the initial purpose of the department was very hands on (Tourism New Zealand, 2010). However, reorganization during the 1980s saw the goal of the tourism department change toward focusing
on marketing and advertising. The New Zealand Tourist Board was established under the Tourism Board Act 1991, which uses the trading name Tourism New Zealand (Tourism New Zealand, 2010).
It is Tourism New Zealand which launched the 100% Pure Brand, which has now been running for more than 10 years. During this time there has
been a significant increase in the number of tourists visiting New Zealand, with a notable rise in visitors from areas where this campaign has been focused, even during the global
recession when international tourism tends to stagnate or decline. For example, the year ending March 2010 saw again increase in tourism, with a number of international arrivals increasing by 98,383,
to 2,499,102 arrivals, which was an increase of 4.1% on the previous year (Ministry of Tourism, 2010). Australia has been one of the main target markets
for the campaign, and growth from the Australia market was 14.5% for the year ending March 2010 compared to the previous year (Ministry of Tourism, 2010), demonstrating that there
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