Five reasons why 100% pure is so successful (journal article)
from NZ Marketing Magazine, 01/09/2009, pp. 22-28
"The article presents five reasons why the 100% Pure marketing campaign of Tourism New Zealand (TNZ) is successful. It is stated that the brand has consistency, with the format, logo, message and imagery being the same since the beginning. It is noted that the campaign has authenticity as TNZ has put effort in improving the quality of tourism operators. The author shares that TNZ focused on key markets such as Europe, the U.S. and Japan and identified one type of tourist in each."