Pure Advice for Coast

Former CEO of New Zealand Tourism and creator of the 100% Pure New Zealand campaign, George Hickton, was the keynote speaker at a gathering of 3 tourism sector operators making up the new Australian regional tourism body, Sunshine Coast Destination Ltd. Hickton, who built an impressive CV in both the private and government sector before taking on his role at New Zealand Tourism, warned that a slogan alone would not draw people to the area and retain their business. “The biggest marketing tool you have is word of mouth,” Hickton said. “If you fail to deliver on the expectation, you waste your money.” He said the 1% Pure campaign sold not only New Zealand’s natural assets but also the people experience. Hickton said the challenge was to define the Sunshine Coast in terms of its point of difference and why one would choose a holiday there rather than the Gold Coast.