New Zealand’s 100% Pure brand gets flamed by BBC

Published in May 2011 on StopPress.co.nz and Celsias.co.nz

For over ten years now, Tourism New Zealand’s 100% Pure New Zealand campaign has been a staple brand for marketing New Zealand to the world. But whether we ought to be laying such a pure claim at all has come under fire on many occasions, most recently on BBC programme Hardtalk where John Key was left sweating after host Stephen Sackur put some tough questions to the Prime Minister about the clean and green image on which New Zealand prides itself.

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