Another feature that attracted a lot of attention was an interactive journey through a number of the locations chosen for blockbuster films which had made use of New Zealand’s stunning scenery as a backdrop. One of the most popular was an interview with former New Zealand All Blacks rugby captain Tana Umaga. To communicate the New Zealand experience, the site also carried features relating to famous people and places. As part of this, the effect of each business on the environment was considered. And to maintain and improve standards, Tourism New Zealand organised a scheme whereby organisations appearing on the website underwent an independent evaluation against a set of agreed national standards of quality. In addition, because participating businesses were able to update the details they gave on a regular basis, the information provided remained accurate. This meant that even the smallest bed and breakfast address or specialist activity provider could gain a web presence with access to an audience of long-haul visitors. Any tourism-related business could be listed by filling in a simple form. The heart of the website was a database of tourism services operators, both those based in New Zealand and those based abroad which offered tourism service to the country. The campaign focused on New Zealand’s scenic beauty, exhilarating outdoor activities and authentic Maori culture, and it made New Zealand one of the strongest national brands in the world.Ī key feature of the campaign was the website which provided potential visitors to New Zealand with a single gateway to everything the destination had to offer. In 1999, Tourism New Zealand launched a campaign to communicate a new brand position to the world. The product is the country itself – the people, the places and the experiences. Unlike other export sectors, which make products and then sell them overseas, tourism brings its customers to New Zealand. Tourism currently makes up 9% of the country’s gross domestic product, and is the country’s largest export sector. New Zealand is a small country of four million inhabitants, a long-haul flight from all the major tourist-generating markets of the world. You should spend about 20 minutes on Questions 1-13 which are based on Reading Passage 1 below.
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