Media Statement
30 July 1999
Internet Cornerstone of NZTB’s Global Marketing Strategy

A new world-class web-site will be a cornerstone of NZTB’s global marketing strategy, NZTB Marketing Manager Ian Macfarlane announced today.

He said the launch of the web-site, "purenz.com", marked the start of a new era in communicating with wholesalers and potential visitors around the world.

"The Internet is a new marketing direction for NZTB. It puts us firmly on the world stage and offers wholesalers and potential visitors a whole new way to learn about the fantastic experiences that New Zealand has to offer.

Mr Macfarlane said Stage One of the site was being launched today and would be subject to ongoing development in consultation with the tourism industry.

"Purenz.com extends our partnerships with tourism operators, offering them the opportunity to be a visible part of the global marketing strategy.

"This campaign needs to be seen in its entirety. We’ve put together an integrated package that includes traditional marketing tools such as advertising, public relations and promotions with the best of new technology using the Internet.

"That means we can target wholesalers and potential visitors in a number of ways, but always with the same single-minded proposition - 100% Pure New Zealand - and that is a powerful way to deliver ourr message and to build our brand," he said.

Mr Macfarlane said NZTB’s Internet strategy was based on extensive research into long-haul travellers’ motivations and needs - complemented by web-related research from Wellington-based interactive design company Shift.

"The result is a site that’s world-class. Like our whole strategy, it is based on looking at things from a visitor’s perspective and appealing to what they are looking for from their travel experiences."

"There will ongoing developments of the site including using foreign language mirrors, the establishment of a number of strategic platforms for greater customer, trade and supplier interactions and the establishment of standards and processes with industry associations and relevant trade organisations.

"The ongoing development will involve significant industry and off-shore input and engagement," he said.