Top Scoops

Book Reviews | Gordon Campbell | Scoop News | Wellington Scoop | Community Scoop | Search


100% Pure a marketing strategy not an environmental standard

100% Pure a 'marketing strategy ... not an environmental standard'

Tourism Minister Kelvin Davis says work is being done on the strategy and the brand is evolving.

The 100% Pure campaign Photo: Supplied

The New Zealand 100% Pure marketing slogan that has angered environmentalists is getting a shake-up.

The slogan has been controversial since it was challenged in a 2012 New York Times interview with Massey University ecologist Mike Joy.

That led to an awkward moment for former Prime Minister Sir John Key on the BBC show Hard Talk.

Tourism New Zealand chief executive Stephen England-Hall said the brand was now "evolving".

"At the heart of the 100% Pure New Zealand there are really four principals: people, culture, activities and landscapes.

"And what we're doing with the next evolution, without giving too much away of the general creative direction that we're going in, is amplifying and increasing the volume of people and cultural aspects of New Zealand."

"The school of thought here is that a brand is the conversations that people have about you after they leave" - Stephen England-Hall - duration 2:33

Click a link to play audio (or right-click to download) in either
MP3 format.

Tourism Minister Kelvin Davis told Morning Report it has been a successful marketing strategy, but it was not a scientific figure.

He said moving the focus towards the New Zealand people was a natural evolution.

"We just have to emphasise it's a successful marketing strategy, it's natural that it evolves, it's not an environmental standard."

Click a link to play audio (or right-click to download) in either
MP3 format.

© Scoop Media

Top Scoops Headlines


Gordon Campbell: On The Anti-Corbyn Split In British Labour

The resignation of seven UK Labour MPs in protest against the leadership of Jeremy Corbyn is another example of the centre-left’s readiness to sabotage its own cause... More>>

Scoop 3.0 Update & Membership Sale: The End Of ‘Objectivity’ In Journalism

2019 looks like it might well be another really bad, terrible, not so good year for the traditional journalism model globally... on the positive side, smaller independent players with innovative digital models and a more open approach like our ScoopPro service look likely to be more relevant than ever. More>>


Gordon Campbell: On America’s ‘Green New Deal’

‘Socialism’ is more of a political scare word than an objective condition. Even in the US, as Nate Silver’s 538 website pointed out this week there is polling evidence that modern Americans are inclined to treat socialism as meaning ‘equality’ rather than the ‘government ownership or control’ that Americans understood the term to mean back in the 1940s... More>>

Gordon Campbell: On Listening To Ocasio-Cortez About Tax

In its attitudes to tax, New Zealand has been the last colonial outpost of Thatcherism. Change, however, may be in the air. More>>


Gordon Campbell: On The Nelson Fire And Climate Change

The Nelson fire has been a useful warning of things to come, given how climate change will (a) increase the likelihood of reduced rainfall and drought-like conditions in many parts of New Zealand, which – obviously – will raise (b) the fire danger and (c) the cost of providing the communities at risk with the enhanced firefighting capabilities that they’re going to need. More>>


  • PublicAddress
  • Pundit
  • Kiwiblog