Interview with Kevin Bowler, Tourism New Zealand

Few destination branding professionals who don’t know about and admire the ‘100% Pure New Zealand’ slogan and campaign. Meet Kevin Bowler, CEO of Tourism New Zealand, the organization in charge of promoting the country as tourist destination.

Learn about:

  • The main difference between marketing a destination vs a product;
  • How New Zealand’s destination branding is influenced by wider government strategies;
  • New Zealand’s main challenges on the destination branding front;
  • How New Zealand measures the success of its destination branding campaigns;
  • How the 100% Pure New Zealand storytelling has changed over the years;
  • Why the 100% Pure New Zealand campaign has become so successful.

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The Editorial Team

Hi there, we hope you've found this article useful. Want to stay up to date on latest place branding insights, stories and examples? Sign up for our free email newsletter! You might also be interested in our services. Have a question or suggestion? Get in touch!