BETTER ADVERTISEMENT

Evening Post, Volume CVI, Issue 36, 11 August 1923, Page 13

BETTER ADVERTISEMENT

WHAT NEW ZEALAND NEEDS.

Mr. Oscar Asche insists that what both Australia and New Zealand need " is better advertisement abroad. "Take New Zealand," he says! "It is simply astonishing to find how ignorant, of New . Zealand the average Englishman is. It connotes earthquakes and .Canterbury ; lamb for him, and that is' about all.- ■-- What, is wanted is a real advertising " organisation with its headquarters jri " London. Let the organisation have as its aim the wide dissemination, of "thW

truth about the Dominion. Give facts and figures. Be entirely honest. . Let...;l. them see photographs of the scenery. Tell them what the death rate'is. Give instances of what an honest man, has ;; done on the land, an honest man with very little capital at the start.- Let — your, head advertising man be instruct- . -...'.- ed- that his job is to make the .Ireal.--New Zealand familiar to the real- Englishman. Then you'll have".the- right"^," sort of people coming out,, and :any~."_.'■, quantity, of them. As it is, lots of people in England still think that the -, Dominion is a little island a stone's .- throw from Australia, the sort of plac« ' to go to for a week-end. There are thousands and tens of thousands of * splendid people in Great Britain who " would be eager to come and settle in New Zealand if they knew the truth.- '•-'■' Really to advertise a splendid country— ■" ' what better job could a man,have! At... '.Z things are, all overseas publicity in Lon> don tends to get into a rut, the habitual becomes the'commonplace, and, in "th«! ." end the publicity carries no general ' ip"-':2.'-' peal. ,If you could bring New - Ze«- ■'■ land right into the homes of the Eng- "' lish people, as you bring Canterbury lamb; what a difference it would nwk»!'i—