Andy on Twitter

  • Really, directly in the middle of the biggest city in Australia and two bars from and NBN that is gl… ,
  • Great piece of writing ... The Forgotten Legend of Silicon Valley’s Flying Saucer Man ,
  • Cardinal Pell, top advisor to Pope Francis, found guilty of ‘historical sexual offenses’ | America Magazine ,
  • Never buy a Miele appliance. Service levels are appalling. @MieleAustralia,
  • A Primer on Digital Humans by @soulmachines,
  • OK ... that's a quote to ponder: "In today's economy, innovation means elegant theft: robbery of your data, privacy… ,
  • Great read for all of you suffering from . ,
  • The wall of advertising on Facebook is getting ridiculous. On mobile every third thumb stroke yields another nearl… ,
  • If never ceases to amaze me the inane crap people will suggest marketing is about. What BS. Seth is better than th… ,
  • That could be it. Yikes. ,
  • Sad to see Rapha close in Sydney. They’ll loose the community and fans. And all that ransom shopping. That’s the i… ,
  • For all those upset that RL positions itself as a US company with NZ roots, this is why. Access to massive amounts… ,
  • Getting served ads -like that promoting the Apple App Store - and reconciling that with digital marketing’s claims… ,
  • When Mark says this I don’t think he is blaming anyone, just speaking the truth. “The biggest lesson from this year… ,
  • Another year. Another brilliant Ad. They've got some magic going here... ,
  • Inspired

Does Brand NZ Need a Makeover?

Damn right. The basics needs to be addressed:

  1. Surges in tourism driven by events like LOTR are short-term. NZ needs to present itself aggressively in key markets as the must visit destination. There needs to be a decision driver (I am amazed how many Aussies are visiting Cuba because they think it is about to change so much once Castro dies – they want to experience the romance before the place gets Americanized).
  2. Fixing the brand means every person (including us who don’t live there) need to take responsibility for the product and get it right. Service is still variable. Attention to detail is missing (why do we think the first thing a visitor should encounter is a duty free liqour store?). NZ’s leadership brands (Air NZ for instance) have done an incredible job of creating positive experiences to be remembered. We need more. Especially in the major cities.
  3. NZ should’t confuse awareness with activation. I’ve yet to meet someone who doesn’t think of NZ as beautiful and full of firendly people. (OK, they might not know where NZ is but that is something to be dealt with later). What they need to be convinced of is that the airlines servicing NZ are amazing and its one sleep away. You can wake up in NZ, in London, In Shanghai – they are all one sleep away.
  4. NZ shouldn’t confuse what is important to tourists with what will motivate them to come. Every NZer should be clear on the motivators so we can communicate them. 
  5. Finally, and this will be as hard as it is contentious, NZ needs to develop a “better together” value proposition with Australia. For so many, the trip downunder is the trip of a lifetime – they do it once. Why should seeing the Great Barrier Reef, Ayers Rock, the Sydney Opera House, Queenstown, Rotorua, Auckland – to name a few, involve a trade-off. Present them as a once-in-a-lifeitme package. You could easily theme them – the wine-lovers could do the Sounds, Barossa, Queenstown and McClaren. You get the idea.

What are your thoughts?

One Response

  1. By Jason on August 4th, 2012 at 2:45 pm

    Excellent question!Lord of the Rings JRR TolkienThe Picture of Dorian Grey Oscar WildeCrime and Punishment Fyodor DostoevskyThe first one bsuecae of the beauty of its language, the thoughtful intent of its creation, and its hopeful message of overcoming adversity, no matter how great. The other two for their insights into the human animal, and their focus on the importance of intrinsic morality rather than extrinsic.

Speak Up — Add Your Thoughts

Connections

  • Inspired
How did you connect?   [?]