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100% Pure NZ controversy

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29.07.2019

OPINION: This week marks 20 years since the launch of the 100% Pure New Zealand tourism marketing campaign.

It's a brand that has been controversial even before it was conceived.

100% Pure New Zealand was brought about by pressure to build a global campaign ahead of a series of major events happening around the new millennium.

Before that, our international marketing efforts were a hodgepodge of various promotions in each market.

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But the road to building the campaign was fraught. Disagreements with the tourism minister saw the chairman, deputy chairman and chief executive of the New Zealand Tourism Board resign with payouts.

Prime minister Dame Jenny Shipley ordered an auditor general's report into the fiasco and tourism minister Murray McCully lost his portfolio.

Differences over the........

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