ADVERTISING NEW ZEALAND.

Otago Daily Times, Issue 19261, 27 August 1924, Page 6

ADVERTISING NEW ZEALAND.

In the courso*of a speech at Levin on Monday Mr folassey referred to alleged (or perhaps we should say admitted) deficiencies in the system, if indeed there be a system, of advertising New Zealand —its products, industries, scenery, and various amenities—in other countries. It. may be pertinent to suggest that the Prime Minister of the dominion has exceptional opportunities of furthering a kind of enterprise which undoubtedly bears close relation to national progress. With the Government obviously rest the chief facilities for activity, as well as the chief responsibility, in this matter. If wo waive the question whether the advertising chances offered by the British Empire Exhibition have been adequately utilised, it is incontestable that there has been a lack of organised and intelligent px-opagandism with a view to dispelling the ignorance concerning New Zealand that is too commonly prevalent in distant lands. An Auckland ex-mem-hcr of parliament, who recently visited the United States, has cited the case of a man who thought that New Zealand was a small town in Southern Illinois. “Other Americans,” added Mr Poole, “had congratulated him on being able to speak such good English.” These may be exceptional illusti'ations, but most travellers know that they have a recognisable connection with the truth. It will be long before the present conditions of lack of intelligence are fully

rectified, but something can surely be done in the direction of promoting an educative campaign. “We should’take evei’y opportunity,” says Mr Massey, “to advertise New Zealand, without boosting or boasting, but by giving the plain facts and letting people judge for themselves.” Boasting is certainly to be deprecated, on grounds alike of ethics and taste; but a little judicious “boosting” (if the word is to bo allowed to pass muster) may be admissible. The “plain facts,” however, will always be sufficiently persuasive, provided that they are set forth in competent fashion. A truthful, widely circulated account of the assets and attractions of the dominion would suffice without fanciful painting or meretricious exaggeration. But the work of enlightenment cannot bo accomplished, or even effectively started, without some fairly substantial expenditure of public money. The few thousands spent (apart from the Wembley grant) on external advertising, are a bagatelle in comparison with what is required. We are not advocating a prodigal outlay, but there is a happy mean between parsimony and extrava-. gance. The larger part of the moderate sum voted by Parliament for the maintenance of the Tourist Department is devoted, usefully enough no doubt, to administrative work inside the dominion. The subject of national advertising specially pertains to the ideals, so to terra them, of the Tourist Department, though it is linked with immigration and other branches of public policy. The attractions—were it not ior Mr Massey’s admonition against boastfulness we might say the unsurpassed attractions —of New Zealand may safely be “boosted” by the inhabitants and representatives of the country without any qualms of conscience. Leisured travellers in search of captivating scenery and exciting sport could not seek, or at least could not find, a better land. Even as things are, imperfectly as the charms of the dominion are broadcasted, a considerable number of world-wanderers come to our shores every year in pursuit of deer and fish and general detectability. But it might and ought to be so managed that the number would be greatly increased. The president of the South Island Motor Union remarked last week: .“I am quite certain that the Government is not alive to the possibilities of the tourist traffic. We are tired of being told by American visitors that we are too modest about our little country. It is always the same story. The overseas visitors are charmed with the country and its scenic resorts, some of which are unequalled in any other part of the world. They tell ns that if the wonders of New Zealand were known abroad hundreds of wealthy tourists would come here. Think what it would mean if only a thousand tourists visited the dominion every year? At a very conservative estimate each would spend £loo—that means £IOO,OOO would be left in the country annually. That, of course, is an absurdly low estimate of the number of tourists who could he brought here by proper . publicity methods.” Let Mr Massey, whose own personality has had a valuable advertising effect, lend his powerfully helping hand in furtherance of the desired end.