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Article: Good day, indeed: New Zealand is reaping the benefits of being safe and friendly. (Destination: South Pacific).
- Article from:
- Hot Rod
- Article date:
- June 9, 2003
- Author:
CopyrightCOPYRIGHT 2003 Advanstar Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Sellers of New Zealand are sitting pretty these days, as the country is highly regarded for its safety, friendliness and environmental purity. With international terrorism now joined by SARS as factors in guiding travel choices, New Zealand stands ready to increase its marketshare among the world's popular destinations.
The marketing plan launched in 1999 by Tourism New Zealand (TNZ) Chief Executive George Hickton, entitled 100 Percent Pure New Zealand, positions the region's environment as a cultural component, much as another country might position ethnic makeup. The New Zealand government's confidence in the campaign was emphasized with a $7.5 million ...