Tourism New Zealand
Encyclopedia
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, 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. 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.
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
, cooperating to produce a New Zealand tourism layer for Google Earth
, the first country to receive such a treatment, and placing a Giant Rugby Ball venue in front of the Eiffel Tower in Paris.
The Rugby Ball subsequently was sited in London and visited by the Queen.
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.
New Zealand
New Zealand is an island country in the south-western Pacific Ocean comprising two main landmasses and numerous smaller islands. The country is situated some east of Australia across the Tasman Sea, and roughly south of the Pacific island nations of New Caledonia, Fiji, and Tonga...
as a tourism
Tourism
Tourism is travel for recreational, leisure or business purposes. The World Tourism Organization defines tourists as people "traveling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes".Tourism has become a...
destination internationally. It is the trading name of the New Zealand Tourism Board, 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. 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.
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
China
Chinese civilization may refer to:* China for more general discussion of the country.* Chinese culture* Greater China, the transnational community of ethnic Chinese.* History of China* Sinosphere, the area historically affected by Chinese culture...
, concentrating on Shanghai
Shanghai
Shanghai is the largest city by population in China and the largest city proper in the world. It is one of the four province-level municipalities in the People's Republic of China, with a total population of over 23 million as of 2010...
, cooperating to produce a New Zealand tourism layer for Google Earth
Google Earth
Google Earth is a virtual globe, map and geographical information program that was originally called EarthViewer 3D, and was created by Keyhole, Inc, a Central Intelligence Agency funded company acquired by Google in 2004 . It maps the Earth by the superimposition of images obtained from satellite...
, the first country to receive such a treatment, and placing a Giant Rugby Ball venue in front of the Eiffel Tower in Paris.
The Rugby Ball subsequently was sited in London and visited by the Queen.
Tourism New Zealand also took over YouTube
YouTube
YouTube is a video-sharing website, created by three former PayPal employees in February 2005, on which users can upload, view and share videos....
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.
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)