The N.Z. seen by tourists

Press, 28 May 1981, Page 17

The N.Z. seen by tourists

By

JOHN HUTCHISON

in San Francisco

The New Zealand Government Tourist Office advertisement which has been appearing in quality magazines across America this year has won an accolade from the American Advertising Federation. In the annual competition conducted by the federation among its members in 13 western states, it has been chosen as the best full-page colour advertisement in consumer magazines. The achievement qualifies it for entry in the federation’s national competition. The advertisment, in San Francisco designed by Dailey and Associates in consultation with the Tourist Office, which has its North American headquarters in San Francisco, is regarded as one of the most innovative and appealing in many years in the travel trade.

It is illustrated with a colourful imaginary map showing an island nation comprising seven provinces — Alaska, England, Hawaii, Ireland, Japan, Norway, and Switzerland. "This is what New Zealand looks like to an experienced traveller,” the text says. A world traveller who tries to

describe New Zealand is apt to paint an extraordinary picture. “He’ll begin by telling you it has the unspoiled wilderness of an Alaska, beaches that rival Hawaii, breathtakingly beautiful fjords like Norway, and majestic alps like Switzerland. "Then to confuse things a little more he’ll tell you New Zealand cities and villages ■will make you think of England, New Zealand's lush green meadows will remind you of Ireland, and her towering Mount Egmont will put you in mind of Japan's Mount Fuji.”

The advertisement carries a coupon listing the addresses where a prospective traveller can get more information. The response has exceeded that of any previous like period, says Mr Len Hunt, senior travel commissioner. The travel editor of a large newspaper in San Francisco recently sent letters to 68 travel offices operated by foreign countries 'in the United States, requesting information and disguising his identity. New Zealand and Korea were the only countries whose offices responded promptly and ■fully to his inquiry.