Aussies look to 100% Pure Campaign
New Zealand's 100% Pure tourism campaign is being held up across the ditch as a benchmark for a new Aussie tourism brand.
Australian trade minister Simon Crean will announce a $20 million plan today to re-brand the country with a new tagline and logo to rival New Zealand's 100% Pure brand, according to the Sydney Morning Herald.
In a speech to the 2020 conference in Melbourne today, Mr Crean is expected to outline plans for the re-brand, to be rolled out over four years. The new tagline is intended to rival the success of 100% Pure New Zealand, South Africa's 'Rainbow Nation' and the 'Malaysia, Truly Asia' brand.
Despite domestic criticism over New Zealand's environmental sustainability and readiness to reap financial gain over the country's clean, green image, the brand has won numerous accolades and marketing awards.
The 10-year campaign has become one of the world's longest-running global campaings and shows no sign of stopping, with the Foreign Affairs and Trade Ministry, New Zealand Trade and Enterprise and Tourism New Zealand all meeting last month to discuss its expansion as a "master brand" for the whole country.
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Comments
can't use pure green image
I live in Tasmania and what you see on the faces of International Tourist is SHOCK not joy.
Degredaded National Parks with no financial resources, polluted rivers, outrageous mining and clear felled forest. And to see that you don't even have to leave your car.
Only Australian tourists think Tasmania is a pure green natural state and that's unfortunately because mainland Australia has replaced it's beautifull assets with cheap nasty development.
Pure Green Image
One of the best tourism adverts I have seen recently is Spain's. At a Formula 1 race Spain had a very simple advert on the main straight, "Visit Spain". That's all, and not many viewers would have missed it. A two word advert is better than those currently popular. A long advert, and you have to guess what is being advertised till the last few seconds. A great opportunity was missed at the recent Tests.
Sandpit to the World
How about this for a tagline...it sums up Australia perfectly
Marketing Aussie
How about ... "Don't go past jail ... stay in Australia"
Can't use pure green image
New Zealand is no more in a position to use pure green than Tasmania. Of all the places I have travelled in this world I have never seen a dump so much as New Zealand. Our 'green' land is only so because we are late developers. Our standards and habits however will leave us one of the worst countries on the globe. Primary production and the brain washing of residents into believing we are clean and green is the root problem. We are taught to slate China to make ourselves feel better about our own careless standards. Have you been to any of China's model eco cities?
Pure Green Australia
Imitation is the sincerest form of flattery .
Brand?
If someone was to google NZ or a city in NZ the 100% pure branding would come up in only a few of the websites... its a fantastic branding strategy but it still needs consistancy. We're not a big country, it shouldn't be so difficult
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