Wednesday, January 12, 2011

100% Pure campaign lacks Maori culture - MP

The Maori Party is disappointed by the lack of Maori culture in the latest Tourism New Zealand marketing campaign.

The campaign was launched yesterday and replaces the “100 Percent Pure New Zealand” campaign which has been running for 12 years.

The new message, “100 Percent Pure You”, highlights the individual experiences on offer.

But Maori Party tourism spokesperson Te Ururoa Flavell says it is a shame the Maori culture has been overlooked.

"The Maori people, our culture and language is what makes Aotearoa New Zealand unique – you will not find it anywhere else on earth yet we have been cut out of the frame in this campaign," says Mr Flavell.

The multi-million dollar 100 Percent Pure You campaign includes three TV commercials.

One features a young woman - best known for promoting Vegemite in Australia - raving about her jetboat ride in Queenstown.

“What we're doing now is basically saying, well on that beautiful backdrop there's so many great things you can do, from horse riding to jetboating to walks through forests. And showcasing those beautiful experiences that New Zealand has to offer,” says Justin Watson of Tourism NZ.

Mr Flavell says an example of where the Maori culture can be used is in North America, Europe and Asia, where the campaign is being rolled out.

These countries have more jetboat rides, bridges and horse treks than Aotearoa could ever have, but none of those countries had a living marae, says Mr Flavell.

He is calling for Tourism New Zealand to incorporate a unique Maori element to the campaign.

"We must promote to the world that Maori culture is alive and thriving and that we welcome them to this great land."

And it appears the Maori Party are not the only ones disappointed by the new campaign.

Former ad agency boss Nigel Keats is concerned at the lack of unique New Zealand branding.

“A lot of the scenery could be pretty much anywhere. There are no audio or other visual clues that it's New Zealand apart from the logo at the end,” says Mr Keats.

The new “100 Percent Pure You” campaign is already running in Australia, and will be rolled out across Europe, America, and Asia over the next few months.

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