What do marketing yoghurt, biscuits, the internet, and mobile phones have in common? The answer is Kevin Bowler. Kevin has had an extensive career marketing and managing some of the world's largest consumer brands. He now has the biggest marketing budget in the country, leading the brand building of New Zealand in offshore markets, as CEO of Tourism New Zealand (TNZ).

Before going off to the Tourism New Zealand AGM, Kevin Bowler shared with the Marketing Professionals Bay of Plenty Group some insights on the company and how NZ markets itself to the world. According to Kevin getting the message out there is fundamental; if someone else is selling your message it’s 2-3 times more important than saying it yourself, so getting others on board with your message is vital. This is why local and overseas travel agents are so important, and TNZ works with 400-500 agents each year, training them and hosting visits. TNZ works with (and for) the government and over 5000 business to increase the value of New Zealand internationally.

TNZ also has a strategic relationship with the film industry. NZ has over 2.6 million visitors each year, and that number is growing. In the last 8 months the US market has grown by 20%, with 8.5% of that market coming directly from the Hobbit, highlighting the importance of the film industry to the local economy. But is this bubble about to burst? Lets hope the latest rumours around the industry don't play out that “New Zealand is no longer competitive in attracting big budget filmmakers”.

TNZ has the job of selling the NZ story and our point of difference. A major tool that they use is the 100% Pure NZ campaign. (It is interesting to note that while Kevin recognised how well 100% Pure campaign has worked as an iconic campaign for NZ businesses and the tourism industry, he avoided talking about issues involving speculation of NZ’s environmental purity.)

But how relevant is the 100% Pure New Zealand message to people overseas? In every marketing situation the best way to start is to ask the question: What’s the problem? Only by answering this can you find the best solutions. One major problem lies around a lack of awareness.

Most potential travellers know that NZ is beautiful; this is one of the biggest draws for tourism. But the lack of awareness is around what to do once you get here. Kevin pointed out that for a long time, most promotional images showed the beautiful landscapes of NZ, leading tourists to think NZ is a big beautiful – but empty – country (as evidenced by this recent post.) The images lacked activity. The problem was solved by adding people to the big picture. You can have a beautiful landscape, but have to include the activities, food, and culture to add an element of adventure and fun to the holiday possibilities that can be had here – one of the success factors for the 100% Pure campaign.

So what about tourism in NZ for us Kiwis? Turns out this is not TNZ territory, out of their jurisdiction and not a focus for the government. Rather it is up to the local governments to promote their own regions. Which is a shame really – if you want to explore your own country you’ll have to do a bit more digging.