Tuesday 26 September 2006
MEDIA RELEASE
FOR IMMEDIATE RELEASE
It’s Official – New Zealand Is The Coolest Place on Earth
Poll results from the UK have put New Zealand firmly in the number one spot for the world’s coolest destination.
“This win is a vindication of the recent work we’ve put in to the UK market, with the Chelsea Flower Show and our ‘Come
Now. If Not Sooner’ advertising campaign ensuring New Zealand stays top of mind with potential travellers,” says George
Hickton, Chief Executive of Tourism New Zealand.
CoolBrands is a project developed by UK brand consultancy firm Superbrands, and defines ‘brands that have become
extremely desirable among many style leaders and influencers. They have a magic about them, signifying that users have
an exceptional sense of taste and style’.
New Zealand was noted as a destination with a “…point of authenticity” by the editor of Condé Nast Traveller Magazine
Sarah Miller. Professional nation brander Wally Olin, says that “New Zealand has been “…very, very clever. It has turned
its disadvantages into advantages.” The London News specifically isolates the marketing campaign as having an impact
saying “Reaping the benefits of its recent marketing campaign, New Zealand is apparently the hottest place to be.”
“It’s very gratifying to see we are such a desirable destination, especially as this poll includes opinion leaders who
can have an real influence on people’s travel choices.” says Mr Hickton.
“This is the second award New Zealand has received in the UK this September, with Conde Nast Traveller magazine also
voting New Zealand best destination this month.”
CoolBrands was established in 2001, and is seen as the barometer of a brand’s ‘cool’ factor.
Researchers looked at thousands of brands before selecting 650 to put to a vote by both a panel of 23 ‘style’ judges and
the general public. 1725 people took part in the online survey, and fewer than 5% of brands initially considered made it
to the final list.
New Zealand outperformed major tourism destinations such as Morocco, Australia and the Maldives to take out the award,
with The London News calling it, “The hottest place to be”.
Top Ten Destinations as voted by CoolBrands
1. New Zealand 2. Morocco 3. Fiji 4. Prague 5.Australia 6. Maldives 7. Amsterdam 8. Brighton 9. Bahamas 10. Bermuda
The UK is New Zealand's second-largest inbound tourism market after Australia. In the year ending August 2006, 289,134
people arrived in New Zealand from the UK.
ENDS
www.tourismnewzealand.com
www.newzealand.com