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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Interview with Andrea Insch, New Zealand

It is a great pleasure for The Place Brand Observer to travel back to New Zealand for this interview with Andrea Insch, Senior Lecturer at University of Otago in Dunedin. Dr. Insch is expert in place-based marketing. In the interview, she discusses the potentials and problems of green destination branding, and elaborates on New Zealand’s ‘100% Pure’ brand positioning.

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