New Zealand tops a worldwide survey by delivering on its brand promise
Copyright © 15 November 2006 Evolve Marketing Ltd. All rights reserved.
New Zealand ranked first in the world for natural beauty and outdoor activities, second for family activities and authenticity of culture, and third for safety in a survey of frequent travellers carried out by Country Brand Index.
The results were released last week at the World Travel Market, an annual exhibition of the global travel industry, in London.
The Country Brand Index identifies countries as brands and emerging global travel trends. Researchers surveyed over 1,500 international travellers, travel industry experts and hospitality professionals, all of whom had travelled internationally at least once per year.
The researchers construct the index, gauging what people think about countries, where is hot and where isn't.
The top country brand was Australia, followed by USA and Italy. New Zealand came in at number eight.
New Zealand was number one for natural beauty and outdoor activities and ranked second as a destination with activities suited to families.
New Zealand also ranked second as the most "authentic" brand, in terms of distinctive, genuine and unique cultures.
Egypt had the best architecture and monuments, Peru was the most exotic, Canada was the safest ahead of New Zealand in third place, and Italy had the best food and nightlife.
"Powerful marketing is only as good as the experience the individual has on the ground and this is something New Zealand has done brilliantly," Future Brand senior strategy consultant Dominic Mason said.
"New Zealand's emergence as the number one country for outdoors is a triumph of brand experience matching the brand promise.
"Governments throughout the world can look to New Zealand as a country that has fulfilled much of its potential as a country brand," he said.
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