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:

  • Week in Parliament 22-05-15
  • Saturday Sitting
  • House Rises At Midnight
  • Telco Levy Bill Passes
  • Telco Levy Bill Completes First Reading
  • Social Housing Bill Passes Under Urgency

  • TPPA: University Of Auckland Warns Of Negative TPP Impact

    The University of Auckland May 20, 2015 University of Auckland Warns of Negative TPP Impact With the Trans Pacific Partnership (TPP) negotiation drawing to a close, the University of Auckland has expressed serious concerns about its potential implications. ... More>>

    NZ Flag: Flag Referendum Gets Hit Hard In New Poll

    The latest Campbell Live text poll confirms it is time for the Prime Minister to listen to the public and shelve his flag referendum, says the New Zealand First Leader Rt Hon Winston Peters. More>>

    Gordon Campbell: The Government’s Belated Moves On Property Speculation

    Is it a property tax on capital gains or a capital gains tax on property? The Jesuitical distinctions in the government’s spin about its latest moves on property speculators are all about whether the government can claim that it jumped, or confess that it ... More>>

    Grant Robertson:
    Key Can’t Just Be Prime Minister For Parnell

    John Key must show New Zealanders in next week’s Budget that he is more than the Prime Minister for Parnell, and is also the Prime Minister for Pine Hill, Putararu and Palmerston North, Labour’s Finance spokesperson Grant Robertson says. In a ... More>>

    Labour Party: More Regional Jobs Go In Corrections Reshape

    News that 194 Corrections staff are to lose their jobs will have ramifications not only for them and their families but for the wider community, Labour’s Corrections spokesperson Kelvin Davis says. Prison units at Waikeria, Tongariro and Rimutaka ... More>>

    ALSO:

  • NZ First - Prison Job Losses to Send Money Offshore
  • TPPA: ‘Team Obama’ Regroups On Fast Track, Still Not Deliverable

    ‘After yesterday’s stinging and unexpected defeat for the Obama administration’s attempt to advance Fast Track legislation in the US Senate, Senate leaders have worked up a compromise they think will get them past this blockage’, according to Auckland ... More>>

    NZ Government: 5,500 More Doctors And Nurses In Our Hospitals

    Health Minister Jonathan Coleman says a record number of doctors and nurses are working in District Health Boards across the country. More>>

    Controller and Auditor General: Katherine Rich Conflict of Interest Decision

    We are writing to you about a matter that has been raised with us by members of the public. More>>

    ALSO:


    Budget 2015: Andrew Little On The 2015 Budget

    Speaking to the Chamber of Commerce, the Labour opposition leader attacked the government’s approach to economic issues facing New Zealand. He said they have been “more than reckless in their complacency” and “the next week’s budget will do nothing ... More>>

    Defence Force: NZDF Building Partner Capacity Mission Personnel In Iraq

    NZDF Building Partner Capacity Mission Personnel in Iraq The New Zealand Defence Force Building Partner Capacity training mission contingent is in place at Taji Military Complex in Iraq. The Chief of Defence Force Lieutenant General Tim Keating says the ... More>>

    PM Press Conference: ACC Levy Cuts Announced

    In a press conference this afternoon in Wellington, ACC Minister Nikki Kaye proposed $500 million worth of ACC levy cuts. More>>

    Quakes: New Process For Red Zone Crown Offers

    Canterbury Earthquake Recovery Minister Gerry Brownlee has announced a process to give everyone a say on the Crown offers to owners of vacant, commercial/industrial and uninsured properties in the Residential Red Zone. More>>

    ALSO:

    Gordon Campbell: On The Battle Obama Is Waging Over The TPP

    For the past two and a half years, this column has been arguing that the fate of the Trans Pacific Partnership (TPP) deal will hinge on whether US President Barack Obama can win Trade Promotion Authority (TPA) from Congress... Last week, the White House finally, finally unveiled a draft TPA Bill. More>>

    ALSO:


    Gordon Campbell: On lessons for Labour from the UK election
    If the polls were right – and the pollsters kept telling us how accurate they’d been in 2010, and even Nate Silver was getting the same results – there seemed no way that the British Labour Party could lose last Thursday’s British election. With Labour predicted to win around 270 seats and the Scottish National Party batting around 55-60 seats, Labour seemed to be home free. But…as we now know, things didn’t turn out that way. Labour ended up with 232 seats and the Conservatives swept back to power with an outright majority, after winning only a little more than a third ( 36.9%) of the votes cast.MORE >>
    Also.

  • NZ PM John Key - PM congratulates David Cameron after UK election
  • The Nation IV Transcript - Hack Attack author Nick Davies
  • Get More From Scoop

     

    LATEST HEADLINES

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