Gordon Campbell | Parliament TV | Parliament Today | News Video | Crime | Employers | Housing | Immigration | Legal | Local Govt. | Maori | Welfare | Unions | Youth | Search

 


Better to protect rather than cover up NZ’s greatest asset

Better to protect rather than cover up NZ’s greatest asset, UC lecturer

November 28, 2012

A University of Canterbury (UC) marketing lecturer says New Zealand tourism’s 100% Pure campaign was just a good marketing gimmick, but there was no excuse if it was generally incorrect.

Rather than silence the critics, why not work to make NZ 100% Pure, UC researcher Dr Ekant Veer said today.

``We accept some level of `puffery’ in advertising, but this does not mean that lying should be encouraged or tolerated. If New Zealand’s environment is suffering, then something should be done about it, as the backlash can be huge.

``The response from the Government has been that opposition to the 100% Pure campaign has been unhelpful and affects jobs in New Zealand.

``We are building an expectation for visitors that we are a pure, clean country – these visitors are likely to spend thousands of dollars to get here and then spend thousands more once they are here – if they do not find a pure, clean country and are constantly warned about the dangers of swimming in certain waterways then this has a strong negative effect on their long-lasting impressions of New Zealand,’’ he said.

``It’s clear the Government recognises the importance of New Zealand’s clean green image. Rather than cover up the fact that we may not be, why not strive to make the country clean and green. It is our greatest asset, why not protect it?’’ Dr Veer said.

Prime Minister John Key has said the 100% Pure marketing campaign had to be taken with a pinch of salt.

Key dismissed criticism of New Zealand's 100% Pure brand, saying people did not expect waterways to be 100 percent pollution-free any more than they expected to be "lovin'" McDonalds every time they ate it.

Tourism New Zealand's 100% Pure campaign came under fire again last week as international media reported that it misrepresented the country's environmental record.

Dr Veer said overseas, New Zealand had a very strong reputation of being an open and visually stunning place to live. The Lord of the Rings and Hobbit movies have helped to solidify this.

``It’s no secret any tourism advertising campaign will promote the very best bits about a country. However, when an advertising message becomes so fantastical that it is setting unrealistic expectations for visitors, there can be a sense of disappointment and even anger at the very different perception that was presented on TV and that which is presented when visitors arrive.

``One example comes from Tuscany which received a huge boom in tourism on the back of the movie Under a Tuscan Sun. However, the movie presented such an unrealistic idealisation of Tuscany that many tourists never returned and some even dissuaded others from visiting.

``We don’t need something like that here as we rely heavily on tourism. The first visitor is easy to get. However, it’s persuading that visitor to return and have them act as ambassadors to persuade others to come to New Zealand that is hard. If we leave visitors disappointed because they feel they’ve been duped by advertising, we won’t get the return visitors and could have them dissuade others from visiting.’’

Dr Veer said New Zealand’s international perception was excellent. He said it should not be tarnished by pretending the country was clean and green when in reality, it was mostly appealing only because not many people live here.

``If we had the same population as the UK or Japan (which have similar land masses to us) and operated the same way we do now, I have no doubt our country would not be as beautiful as it is.’’
ends

© Scoop Media

 
 
 
 
 
Parliament Headlines | Politics Headlines | Regional Headlines

 

PARLIAMENT TODAY:

Gordon Campbell: On Where Greece Goes From Here

As one candid British commentator tried to come to grips with why his confident prediction of a “Yes” vote in Greece has failed so resoundingly, he said that he’d made that prediction from his own viewpoint – as someone with savings to protect. But most Greek people, he suddenly realised, didn’t have that concern anymore after five years of austerity. Duh. More>>

ALSO:

Post-Cabinet Presser: EQC Reform, Greece & Surplus Stimulation

Prime Minister John key discussed proposals for reform of the EQC act and the Greek economic crisis at a press conference in Wellington. More>>

ALSO:

GCSB/NZSIS: Intelligence And Security Reviewers Seek Public’s Views

“We are seeking public submissions to help us determine what issues to focus on during the review,” says Sir Michael Cullen. “We want to hear your views on what the GCSB and NZSIS should be doing to protect New Zealand and how they should do it.” More>>

Education: Schools Funded To Trial Innovative Approaches

Education Minister Hekia Parata has announced the successful applicants for a new $10 million fund to encourage innovative teaching practices. “I’m delighted with the quality of the 39 projects that have won funding in the first round of the Teacher-led Innovation Fund worth a total of about $2.6 million,” says Ms Parata. More>>

ALSO:

Generation Zero: Skypath Granted Resource Consent

Generation Zero is delighted and relieved that the ‘Skypath’ walking and cycling addition to the Harbour Bridge has been granted resource consent. More>>

ALSO:

Housing: Two New Auckland Special Housing Areas

Two new greenfield Special Housing Areas (SHAs) that will provide up to 1800 new homes in Auckland have been announced today by Building and Housing Minister Dr Nick Smith and Mayor Len Brown. More>>

ALSO:

Royals: The Prince Of Wales And Duchess Of Cornwall To Visit

Prime Minister John Key welcomes today’s announcement that the Prince of Wales and The Duchess of Cornwall will visit New Zealand in November. This will be the second joint visit for Their Royal Highnesses to New Zealand. More>>

ALSO:

Tracey Martin Replaced: Ron Mark Is New New Zealand First Deputy Leader

Clayton Mitchell was the successful candidate for the Associate Whip position. Winston Peters was re-elected as Leader by the Caucus. Ron Mark was elected as the Deputy Leader with effect from 10am, Friday, 3rd July. More>>

ALSO:

Rebuild Rebrand: "Regenerate Christchurch" To Replace CERA

The regeneration of Christchurch will be the city’s focus for the next five years as local leadership progressively takes control of the rebuild, Canterbury Earthquake Recovery Minister Gerry Brownlee says. More>>

ALSO:

Get More From Scoop

 

LATEST HEADLINES

 
 
 
 
 
More RSS  RSS
 
 
 
 
Politics
Search Scoop  
 
 
Powered by Vodafone
NZ independent news