Key seeks expansion of 100% Pure

The Government is in talks about expanding the 100% Pure New Zealand tourism campaign to become a "master brand" for the whole country, the prime minister says.

John Key, who also holds the tourism portfolio, said the Foreign Affairs and Trade Ministry, New Zealand Trade and Enterprise and Tourism New Zealand had met to discuss broadening the brand.

"100% Pure forms a big part of our brand marketing for New Zealand Inc," he said in an interview with The Independent.

"We think it's a foundation brand to carry on into the future. We can use that to leverage not just our tourism activities but also our trade promotion and general promotion of New Zealand."

The logo might need some change such as inclusion of the silver fern, he said.

Tourism Industry Association chief executive Tim Cossar said the brand was already representing the wider country.

"By default, we have curated it in some ways into a national brand," he said.

The University of Waikato Management School associate dean of sustainability, Juliet Roper, said using 100% Pure New Zealand as a wider national brand was risky unless the Government was serious about protecting the environment. "We've got to show the substance behind it.

"The scenery is knock-out gorgeous, but we don't want people coming here and saying, `But the water wasn't clean'.

"While New Zealand industry has been ready to accept, and indeed profit, from the country's clean, green image and 100% Pure branding, it would appear that there is a lack of connection in people's minds between the sustainability positioning, the country's actual performance, consumer perceptions, and their long-term value to New Zealand," she said.

Mr Key agreed there had to be integrity behind the 100% Pure New Zealand image. "We have to make sure that we, through our actions or our goods and services, don't undermine the brand.

"But, broadly speaking, I think it reflects reality, that New Zealand's a largely unpopulated, unspoilt landscape."

He denied the Government was prioritising New Zealand's economy over sustainability.

"We are trying to balance our economic growth with our environmental credentials."

Economic evidence showed that when countries were wealthier they looked after the environment better, he said.

Mr Cossar said the 100% Pure concept also went beyond the environment.

"It's not just an environmental brand, it's an expression of who we are. We're aiming to give people a 100 per cent fantastic experience."

- © Fairfax NZ News