Today Tourism New Zealand announced the resignation of CEO Kevin Bowler, who will move to Frucor to be its New Zealand CEO.
Browsing: Kevin Bowler
The 2015 TVNZ-NZ Marketing Awards are ready to be collected. So if you feel you’ve performed heroic feats of marketing over the past year, take a leaf out of Kevin Bowler’s book, submit an entry before the deadline of 5pm Friday and you could also be Mighty Marketing material.
16 years ago, the 100% Pure slogan was born (after being conceived by an Australian agency). And, despite a few naysayers pointing to the fact that it’s not entirely true, it’s widely recognised as one of the world’s most successful tourism marketing campaigns. For the past three years, it’s had a distinctly fantastical feel as part of the 100% Pure, 100% Middle Earth campaign, but rather than chuck it all out and start again, it’s decided on an evolution, both in terms of the comms and the visual identity. PLUS: Andrew Fraser on Tourism New Zealand’s growing digital focus.
Adding to the avalanche of selfies, ‘dronies’ might soon be saturating the social media feeds of snow-goers, with a camera-equipped drone hitting the South Island ski slopes in Tourism New Zealand’s latest stunt.
While many Kiwis might be suffering from Middle-earth fatigue, Tourism New Zealand and Air New Zealand certainly aren’t, because, due to the rise in visitor numbers on the back of their recent marketing partnership—and in particular, the activity around The Hobbit movies—the pair have announced a $20 million extension to the deal. Plus: the airline also locks in a deal with New Zealand Winegrowers.
Airlines and tourism marketing entities go together like raspberry and Coke, and following some successful recent partnerships, Air New Zealand and Tourism New Zealand have upped the stakes, agreeing to a one-year, more than $20 million deal to promote travel to New Zealand, an increase of around 80 percent on the previous year. PLUS: Air New Zealand drops the blue in new livery.
Tourism New Zealand and Whybin\TBWA’s 100% Middle-earth, 100% Pure New Zealand campaign has been the subject of much discussion recently, plenty of it based around the perceived gap between the fantasy of the slogan and the reality of the country’s environmental situation. But after some negative media coverage, it’s put one in the plus column by winning the World’s Leading Destination Marketing Campaign in the World Travel Awards 2012.
The 100% Pure New Zealand campaign is now in its 13th year, is held up as a master-class in tourism marketing and has helped turn New Zealand into one of the strongest country brands in the world. And Tourism New Zealand is aiming to replicate the international influx of visitors following The Lord of the Rings trilogy with the release of a new global campaign by the Sydney and Auckland offices of Whybin\TBWA and Curious Film that “invokes the magic of Middle-earth”.
Tourism New Zealand has signed a $9 million marketing deal with Jetstar that will combine the airline’s low fares with the tourism organisation’s strong destination branding to encourage more international visitors from Australia, Singapore, Japan and across the Asia region.
For over ten years now, Tourism New Zealand’s 100% Pure New Zealand campaign has been a staple brand for marketing New Zealand to the world. But whether we ought to be laying such a pure claim at all has come under fire on many occasions, most recently on BBC programme Hardtalk where John Key was left sweating after host Stephen Sackur put some tough questions to the Prime Minister about the clean and green image on which New Zealand prides itself.
In the wake of the Christchurch quake and the intense international media coverage that followed, many businesses—and plenty of individuals—have been trying to let the world know that New Zealand is still able to be toured and explored. As you’d expect, Tourism New Zealand (TNZ) has been leading that charge and has launched a campaign called New Zealand is Open, which saw ads run in Australian and United Kingdom national Sunday papers last weekend.
Tourism New Zealand (TNZ) has enlisted the services of Australian digital and social media specialists Razorfish Amnesia following a review of its digital marketing strategy. But no-one from either party wants to talk about the new relationship, what the relationship will entail, what the job is, how much the budget is or who else was asked to pitch.
Tourism New Zealand (TNZ) has teamed up with two Chinese VIPs, film-maker Lu Chuan and media personality/celebrity blogger Hung Huang, to try and boost New Zealand’s profile as a destination with the massive Chinese populous.
Tourism New Zealand is kicking off another early-bird ski campaign on Sunday to try and lure Australians back to the slopes in 2010.
Tourism New Zealand will have a new chief executive for the first time in a decade when Kevin Bowler takes over in January. He’ll have the big shoes of George Hickton to fill, but he’s looking forward to sinking his teeth into the new role, in which he will be responsible for overseeing the international marketing for New Zealand in over 15 countries.