- Tourism New Zealand
-
Tourism New Zealand is the national institution tasked with promoting New Zealand as a tourism destination internationally. It is the trading name of the New Zealand Tourism Board,[1] a Crown entity established under the New Zealand Tourism Board Act 1991. It is the marketing agency for New Zealand, while the New Zealand Ministry of Tourism is the government department tasked with policy and research.
New Zealand was the first country to dedicate a government department to tourism, when in 1901, the Department of Tourist and Health Resorts came into being. Through most of the 20th century, its role was tactical - it ran hotels and put together itineraries around New Zealand as well as advertising.[2] After reorganisation and the selling off of assets in the late 1980s, the organisation, as Tourism New Zealand, now focuses on marketing of New Zealand.[3]
Its main marketing tool is the award-winning "100% Pure New Zealand" campaign, which had its ten year anniversary in 2009. The campaign uses advertising, events, the internet and work with international trade and media to get the 100% Pure NZ message across to potential visitors.
To achieve the best efficiency, from limited resources, the campaign is mainly directed to travellers who will enjoy the New Zealand experience the most, who are most likely to "enjoy the authenticity of the New Zealand experience" and are willing to pay for quality experiences.
Recent activities (2007) have included a NZ$7 million campaign in China, concentrating on Shanghai[4], cooperating to produce a New Zealand tourism layer for Google Earth, the first country to receive such a treatment[5], and placing a Giant Rugby Ball venue in front of the Eiffel Tower in Paris.[6]
The Rugby Ball subsequently was sited in London and visited by the Queen.[7]
Tourism New Zealand also took over YouTube homepage in 2007, to launch the latest iteration of its 100% Pure New Zealand campaign, featuring the theme of New Zealand being the 'Youngest Country' in the world - the last major habitable landmass to be discovered.[8]
See also
References
- ^ Tourism New Zealand (New Zealand Tourism Board), Directory of Official Information, Ministry of Justice, 2007
- ^ 100% Pure Progress publication Tourism New Zealand Corporate Website, published 2001
- ^ Corporate Overview (from the Tourism New Zealand corporate website. Retrieved 2007-09-30)
- ^ Hembry, Owen (10 May 2007). "$7m more to sell NZ to China". The New Zealand Herald. http://www.nzherald.co.nz/tourism-nz/news/article.cfm?o_id=219&objectid=10438801. Retrieved 23 November 2011.
- ^ Hembry, Owen (12 April 2007). "NZ's 100% Pure and Google Earth in world first". The New Zealand Herald. http://www.nzherald.co.nz/tourism-nz/news/article.cfm?o_id=219&objectid=10433895. Retrieved 23 November 2011.
- ^ "Giant Rugby Ball in Paris" - Tourism New Zealand media release, April 2007
- ^ "Her Majesty the Queen Meets the All Blacks at Giant Inflatable Rugby Ball in London" - Tourism New Zealand media release, 26 November 2008
- ^ "1 million people view Tourism New Zealand commercial on YouTube" - Tourism New Zealand website feature, 14 November 2007
External links
- Tourism New Zealand (corporate website)
- Tourism New Zealand (traveller's website)
- Tourism New Zealand (international travel trade website)
- Tourism New Zealand (international media website)
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Categories:- Tourism agencies
- Organisations based in New Zealand
- Tourism in New Zealand
- New Zealand Crown agents
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