Nation branding: marketing New Zealand via movie set tourism
DOI:
https://doi.org/10.24426/zngsw.v17i0.160Keywords:
nation branding, brand management, marketing strategy, tourism marketing, movie set tourism, film-induced tourism, set-jetting, international tourism, New ZealandAbstract
The article discusses the phenomenon of building a country’s brand and changing the perception of a country’s image (rebranding) by applying a strategy relating to film productions located in a given country. New Zealand’s marketing strategy addressed to film fans was built mostly on associations with the works of J.R.R. Tolkien (“The Lord of the Rings”, “The Hobbit”) by creating the image of the country as a mythical land of Middle-earth in the minds of its target audience. The aim of the article is to show how, basing on a unique marketing strategy, a coherent, one-of-a-kind, easily recognizable image of the country can be created.
References
Anholt S., Competitive Identity: The New Brand Management for Nations, Cities and Region, Palgrave Macmillan, Basingstoke 2007.
Connell J., Film tourism — Evolution, progress and prospects, Tourism Management 33, 2012.
Dinnie K., Nation Branding: Concepts, Issues, Practice, First Edition, Elsevier Ltd, Oxford 2008.
Helleiner E., Pickel A. (edit.), Economic Nationalism in a Globalizing World, Cornell University Press, Ithaca and London 2005.
Leotta A., Touring the Screen: Tourism and New Zealand Film Geographies, Intellect, Bristol 2011.
Macionis N., Understanding the film-induced tourist, [in] Frost, Warwick, Croy, Glen and Beeton, Sue (edit.), International Tourism and Media Conference Proceedings, Tourism Research Unit, Monash University, Melbourne 24th–26th November 2004.
McLintock A.H. (edit), Te Ara — the Encyclopedia of New Zealand, An Encyclopaedia of New Zealand, originally published in 1966, https://teara.govt.nz/en/1966/aotearoa.
Ministry Of Business Innovation And Employment, New Zealand Screen Production Grant, http://www.mbie.govt.nz/info-services/sectors-industries/screen-industry/nz-screen-production-grant.
Moilanen M., Seppo R., How to Brand Nations, Cities and Destinations. A Planning Book for Place Branding, Palgrave Macmillan, Basingstoke 2009.
New Zealand Film Commission, http://www.nzfilm.co.nz/about-us.
New Zealand Film Commission, LBSPG and NZSPG International Paid 1 Jan 2010 to 1 June 2017, http://www.nzfilm.co.nz/resources/lbspg-and-nzspg-international-paid-1-jan-2010-to-1-june-2017.
New Zealand Institute of Economic Research, The economic contribution of the screen industry, Wellington, November 2017.
Robinson P, Heitmann S., Dieke P.U.C. (edit.), Research Themes for Tourism, CABI, Wallingford 2011.
Tourism Industry Aotearoa, Tourism 2025. Growing value together. Whakatipu Uara Ngatahi. Two Years On, Wellington May 2016.
Tourism New Zealand Corporate Website, 100% Pure New Zealand hits sixteen with new look and an even richer story, http://www.tourismnewzealand.com/news/100-pure-new-zealand-hits-sixteen-with-new-look-and-an-even-richer-story/.
Tourism New Zealand Corporate Website, 100% Pure New Zealand. What we do, http://www.tourismnewzealand.com/about/what-we-do/campaign-and-activity/.
Tourism New Zealand, https://www.newzealand.com/int/.
Tourism New Zealand, New Zealand tourism: Facts and figures, http://media.newzealand.com/en/story-ideas/new-zealand-tourism-facts-and-figures/.
Tourism New Zealand, The Lord of the Rings trilogy filming locations, https://www.newzealand.com/int/feature/the-lord-of-the-rings-trilogy-filming-locations/.
Tourism New Zealand, Top 10 Film Locations, https://www.newzealand.com/int/feature/top-10-film-locations-in-new-zealand/.
Stats NZ, Infoshare, International Travel and Migration, Visitor arrival totals (Annual-Dec), http://archive.stats.govt.nz/infoshare/.
Stats NZ, International Visitor Survey — Visitor expenditure, http://nzdotstat.stats.govt.nz/wbos/Index.aspx?DataSetCode=TABLECODE7571#.
Stats NZ, Population clock, http://archive.stats.govt.nz/tools_and_services/population_clock.aspx?url=/tools_and_services/population_clock.aspx.
World Travel Award, https://www.worldtravelawards.com/award-worlds-leading-destination-marketing-campaign-2012.
