We use cookies to provide some features and experiences in QOSHE

More information  .  Close
Aa Aa Aa
- A +

100% Pure NZ controversy

4 0 0

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.

* EVs have reset the art of selling cars back to square one
* Have we reached peak gin? Views are mixed
* Israel Folau should think about how actions impact on others

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........

© Stuff