Rebecca Smith, director of The New Zealand Story, will visit the Sunshine Coast to share how New Zealand was able to enhance its international tourism reputation beyond natural beauty at a Sunshine Coast Business Council lunch in Caloundra next Thursday, 29 September.
Sunshine Coast Business Council (SCBC) Chair Sandy Zubrinich said the lunch would provide the local business community with insight into the ‘100% Pure New Zealand’ campaign which has spanned 15 years and is globally recognised for its effectiveness as a one-voice approach to destination marketing.
“I was fortunate enough to visit New Zealand along with around 20 other Sunshine Coast business and government representatives earlier this year, as a guest of Tourism Events Queensland and Visit Sunshine Coast, to learn how this very successful tourism campaign defined the unique attributes of a country; and then created a consistent story shared by all stakeholders,” Ms Zubrinich said.
“We are very fortunate to have Rebecca visit us here so the broader business community can hear firsthand how the campaign successfully transcended New Zealand’s very diverse tourism offering — a challenge we share on the Sunshine Coast given the many distinct and unique communities that contribute to the appeal of our destination.”
“A diverse offering can often result in confusing messaging and products competing with one another rather than enhancing what is on offer. The 100% Pure New Zealand campaign was a collaborative effort with all levels of government, business and community committing to consistent and strong branding messages.”
“The campaign brought the different communities together to consistently reflect the essence of New Zealand. It wasn’t about a logo but a focus on substance not hype, delivering value, engendering trust and fostering loyalty.”
“Rebecca will share the evolution of the campaign over the 15-year period and the benefits it has had on the New Zealand economy as well as some insight into whether the journey was worth it. She will also provide some helpful pointers for the Sunshine Coast as it looks to embark on a journey to develop a story of its own.”
“What we learnt about defining the culture of a business community when we visited New Zealand will both surprise and challenge you. This presentation is one not to be missed.”
The New Zealand Story lunch will be hosted at the Navigator Room, 26° Bar + Venue, Leeding Street, Caloundra on Thursday, 29 August at 12.15pm. To book tickets please visit www.trybooking.com/226577 or visit www.scbusinesscouncil.com.au.
Media contact
Kristen Roder, Fresh PR & Marketing
0406 546 461
kristen@freshprm.com.au
