New Zealand’s '100% Pure New Zealand” marketing slogan has been universally recognised as one of the best ever by a tourism authority.
But now, a new visitor campaign targeting Australians has been labelled “Pure Nonsense” by its critics.
The campaign slogan, 'Everyone must go', is causing concern with its launch coming at a time when New Zealanders are fleeing the country in big numbers. Those leaving blame a weak economy, high living costs, high unemployment and recession.
Critics of the ‘Everybody Must go’ campaign say they are confused about whether the slogan is aimed at attracting visitors from Australia - or a message to tell New Zealanders that it’s time to pack their bags and quit the country.
Tourism spokesperson for the country’s opposition Labour Party said that the new slogan makes New Zealand “sound like it's in a clearance bin at a sale”.
Prime minister Christopher Luton has shrugged off criticism of the campaign’s slogan, saying the fact that people are talking about it “is a great thing”.
Tourism and hospitality minister Louise Upston explained at the campaign launch that “the campaign tagline of ’Everyone Must Go’ lets Australia know that New Zealand is a ‘must visit’ destination, and that we’re ready and waiting to welcome them now”.