Pure as


The Advertising Standards Authority has rejected a complaint about Tourism New Zealand’s 100% Pure slogan.

Environmental campaigner Peter Nuttall argued that research into the state of New Zealand’s environment contradicted the claims made in the tourism campaign. . .

In its decision, the Advertising Standards Authority said the slogan is a positioning statement, not an absolute claim.

The slogan is a very successful one for the tourism industry.

It uses the country’s natural beauty but it was never meant to be taken literally.

Nowhere is literally 100% pure, even in its natural state.

Decay and degeneration are part of nature too.

But New Zealand is as pure as it needs to be to sustain a very successful tourism advertising campaign for those sensible enough to take the slogan  figuratively.

Dark green radicals are attacking the slogan as part of their anti-people, anti-business political agenda.

By showing they’re stupid enough to take any advertising slogan literally they’re sabotaging their own credibility.

Don’t walk away from 100% pure


Lincoln University Professor of Tourism, David Simmons, has warns the tourism sector that it cannot walk away from its current brand proposition of ‘100% Pure New Zealand’:

It is, however, the tourism sector’s opportunity to ‘walk the talk’ through measuring, managing and telling the story of its particular pathways to sustainability.  Given our decreasing global standing for environmental quality (especially on a per capita basis) it is time for all sectors and all New Zealanders to work together.

“A decade ago New Zealand was a global pioneer in environmental reporting for the tourism sector,” says Professor Simmons, who went on to cite leaders such as Kaikoura District Council, Auckland Airport, as well as others from the accommodation sector, such as the Langham (Auckland) and Queenstown Top 10 Holiday Park; all of whom had achieved gold status on an international tourism certification scheme. 

When asked about the broad range of enviro-labels already in the tourism sector, Professor Simmons said his personal recommendation was for the ‘EarthCheck’ system because of its scientific credentials.

He urged the sector to work with the Australian based ‘EarthCheck’ to incorporate their global learnings to support New Zealand’s platform. 

He added that, while New Zealand had made a tentative start with Qualmark green, “this standard now needed a review to lift the sector’s performance and stay ahead of our competitors.” 

While there was much comment at the conference on the agricultural sector’s woes and the consequences for the tourism sector, Professor Simmons said that little would be achieved by throwing brickbats at them.  From his position at Lincoln University he was aware of the millions of dollars being spent on such things as irrigation refinements, and nutrient and waste management in an effort to boost production in a sustainable way. 

“We are all part of the single New Zealand brand,” he said, and urged the tourism sector to work cooperatively with all sectors; noting that “there is a real opportunity for the tourism sector to take a lead position in this space.”

How many advertising slogans are meant to be taken literally?

Is anything, anywhere 100% pure?

The 100% pure slogan refers to the country’s natural beauty and has been extended to other things such as 100% pure adventure.

It’s aspirational and plays on our strengths.

It doesn’t mean we get everything right nor that we shouldn’t be working hard for improvement where it’s needed.

But it’s still a slogan that works.


Pure brand damaged from within


Trade Minister Tim Groser says New Zealand’s 100% pure brand is being damaged from within:

“Our enemies who are internal, will find one cow in one stream and feed it back to environmental activists in the developed world to be used to try to exclude New Zealand’s products and services in the ludicrous belief this will somehow help New Zealand.”

The 100% pure brand was used to market the New Zealand tourism experience and it has been deliberately manipulated in this space,” Mr Groser says.

There’s nothing like being overseas to help you realise just how relatively clean and green New Zealand is.

That is easier for us when we are relatively under-populated and it doesn’t mean there isn’t room for improvement.

But internal saboteurs who use isolated examples of what are usually insignificant problems to paint a dirty picture do the country a disservice.

They do nothing to improve the environment and pose a very real danger to the economy on which we depend if we are to afford the even cleaner, greener environment to which most of us aspire.

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