One of New Zealand’s recent successes has been Tourism New Zealand’s marketing of New Zealand to the world using the slogan, ‘100% Pure New Zealand’. It has been said that this campaign over ten years increased New Zealand visitor numbers by 50 percent. Lately this ‘clean green’ slogan has increasingly been challenged or parodied by some academics, journalists and environmental protesters - as this Keep New Zealand Pure Protest at Parliament shows.
What are some reasons why New Zealand’s clean green image has been challenged?
You can copy this item for personal use. It cannot be used commercially without permission, please ask us for advice. If reproducing this item, please maintain the integrity of the image (for example don't crop, recolour or overprint it).
Teachers: if your students want to use an item from this site in their work, they must cite it correctly. The easiest way to do this is to copy and paste the caption accompanying each image into their document.