New Zealand: The Intriguing Story of a Destination Brand

For those interested in the branding and reputation of destinations, New Zealand is an intriguing case. If that includes you, here’s a summary of our special series on the origins, success and challenges of the country’s 100% Pure New Zealand brand proposition.

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Origins and Success of ‘100% Pure’ New Zealand

It is thanks to New Zealand’s country reputation as ‘clean and green’, that ‘100% Pure New Zealand‘ had the chance to become one of the most successful and highly regarded destination branding campaigns in modern history. But how did it all start? Find out in this summary of literature on the origins and success of the 100% Pure New Zealand campaign.

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