New ZealandThe new boss of Tourism New Zealand, Kevin Bowler, has expressed concern that the hugely successful ‘100% New Zealand’ campaign, launched a decade ago, is losing its tourism focus and becoming more of an environmental mantra. “We need to shape what it means and make sure that it doesn’t come to mean ‘100% green’,” Bowler told TNZ’s newsletter.

He also clarified that ‘the brand’ remains New Zealand – “100% Pure is a mechanism that supports that brand.” To date, just about every aspect of the 100% Pure campaign has employed spectacular natural landscapes, so perhaps the visual focus will shift more toward activities and people.

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