Tourist Publicity

Press, Volume LXXII, Issue 21728, 10 March 1936, Page 8

Tourist Publicity

A few days ago we suggested that, in view of the approach of the New Zealand centenary celebrations, an effort should be made to improve the quality of the Tourist Department's publicity work. Since then the department has forwarded to us a selection of its illustrated pamphlets and folders presumably intended to show us that our criticisms were not justified. The best that can be said for these publications is that most of the illustrations are well chosen and well reproduced. The reading matter is uniformly bad; the "make-up " is usually spoilt by overcrowding; and the type used is unattractive. Against the written matter which is put out by the Tourist Department to advertise New Zealand—its profusion of jaded superlatives, "its endless reiteration of slogans, and its childish bombast—we have protested frequently and in vain. Here is one sample from "New Zealand: Scenic Play- " ground of the Pacific":—

A collection of the world's wonders appears to have been concentrated in this favoured land. In the North Island, spectacular thermal action vies with peaceful forest-girt lakes and rushing torrents for pride of place. Towering volcanic cones loom above wide plains clothed in golden tussock. Hard by, the world-wonder caves of Waitomo with their extraordinary glow-worm grotto make an instant appeal to the visitor. Another pamphlet (the title is still "New Zealand: Scenic Playground of the Pacific") opens with this masterly excursion into the inane:---For the traveller desiring new experiences under sunny skies and amid the grandeur of scenery acknowledged to be without peer in any part of the world, New Zealand offers a diversity of attractions which have well earned for the' Dominion Ihe title of "The Pocket Edition of the World."

The author of a pamphlet on the Milford Track attempts a more homely lone without much

As we arrive, the welcome gong announces lunch, and a splendid cuisine is provided. It is the same at every part of the track, as we discover witli the flying days. The food is always excellent, well served, and, most important for walkers, never stinted. Apart from the more staple articles of diet, most unexpected dainties for these parts are always liable to surprise one when the menu is perused, and even the most epicurean taste finds satisfaction.

And so a good time was had by all. The same writer's concluding paragraph deserves a place in any anthology of New Zealand prose.

We journey back to Glade House, reluctantly feast our eyes with parting impressions, and fervently hope that it is only adieu. A new group of disciples has been created, eager to spread the gospel of the walk. We came, we saw. we conquered, and. in turn, were conoucred bv the matchless glorv of Milford Track, " The Finest Walk in the World."

The first, requirement of good publicity writing is that it should be dignified, simple, and understandable. Most of what the Tourist Department is putting out is high-flown nonsense.