Why New Zealand’s Branding Campaign Became a Success

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Advertising methodsA significant part of New Zealand’s economy relies on exported products and services. A successful tourism branding campaign, therefore, was essential to not only lure overseas tourists but also improve the image of local businesses.

Clean and Green

According to Carl Stephens of communications firm Baldwin Boyle Shand, the 100% Pure New Zealand campaign helped enterprises expand their networks in Asia, particularly in Singapore. A New Zealand Trade and Enterprise study backed this claim by showing that exports to the Lion City increased to US$2.15 billion in 2014 from US$269 million in 2004.

Stephens believes that the concept of a country with ‘clean and green’ products, particularly food, led New Zealand to have a good image among consumers in Asia. While it is no secret that the country has stringent quality standards for its dairy products and fresh produce locally, the campaign boosted that impression abroad.

Digital Dynamic

Local companies can also borrow a page from the 100% Pure New Zealand campaign to prompt their own businesses’ growth. From commercial screen printings to digital marketing tools, there are several ways to raise awareness on your brand for your target market. Before embarking on your campaign, make sure that your promotional materials comply with Advertising Standards Authority’s code of ethics, though.

Social media also provided businesses with a modern way to connect with their audience, according to Stephens. However, brands should not use them for the sole purpose of gaining a huge following among consumers. Businesses should also learn to use it authentically and engagingly so they foster in-depth connections with patrons, Stephens noted.

New Zealand’s efforts to promote itself as a tourist and business destination seemingly paid off. For this reason, there is no reason that local companies cannot achieve the same level of success in marketing their own brands.

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