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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Interview with Andrea Insch on Brand New Zealand

Andrea Insch, Senior Lecturer at University of Otago in Dunedin, expert in place-based marketing, discusses the potentials and problems of green destination branding, and elaborates on New Zealand’s ‘100% Pure’ brand positioning.

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Interview with Albert Salman on Green Destinations and Sustainable Tourism Leadership

Albert Salman explains what makes a destination “green”, its benefits and challenges, and how the new Green Destinations initiative supports the sustainable development and management of tourism destinations.

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