From '100% Pure' to 40% off: NZ's new sales pitch

AUT lecturer Matt Halliday says the new campaign feels like a "one day Briscoes sale". (Image: Supplied)

Tue, 18 Feb 2025

Poet Hera Lindsay Bird once described New Zealand as a “mean-spirited sale at Briscoes racist sexist 40% off deck furniture piss country”, and now Tourism NZ’s latest campaign appears to be inadvertently leaning into that image. At least that is the impression the controversial advertising campaign gives to Matt Halliday, a lecturer in communications studies at AUT who teaches advertising and brand creativity. To him, the advertisement feels like a “big shouty ad” of the kind used to promote a “Bris...

Subscribe to BusinessDesk

Stay informed on business, government and financial developments across New Zealand.

Stay informed on business, government and financial developments across New Zealand.
Deeply researched, twice-edited and fact-checked news
Annual subscribers also receive a complimentary subscription to The Wall Street Journal
Personalised email news alerts, plus gift up to 5 stories a month to non-subscribers

You can cancel anytime with two clicks, an email or a phone call.
Find out more.

We are serious about journalism.

Name {{ registerForm.errors.get('name') }}

Email address {{ registerForm.errors.get('email') }}

Phone Number {{ registerForm.errors.get('phone') }}

Job Title {{ registerForm.errors.get('title') }}

Password Minimum password length of 8 characters.
Require at least one upper and lowercase, numeric, and special character. {{ registerForm.errors.get('password') }}

Repeat password {{ registerForm.errors.get('password_confirmation') }}

We had trouble validating your card. It's possible your card provider is preventing us from charging the card. Please contact your card provider or customer support.

Credit Card

Cardholder's name

{{ __(plans[index].name) | capitalize }} {{ plans[index].attributes.old_price | currency }} {{ plans[index].price | currency }}

All subscriptions auto renew but are easy to cancel.

I Accept The Terms Of Service

{{ registerForm.errors.get('terms') }}

Tax: {{ taxAmount(selectedPlan) | currency }}

Total Price Including Tax: {{ priceWithTax(selectedPlan) | currency }} {{ selectedPlan.type == 'user' && spark.chargesUsersPerSeat ? '/ '+ spark.seatName : '' }} {{ selectedPlan.type == 'user' && spark.chargesUsersPerTeam ? '/ '+ __('teams.team') : '' }} / {{ __(selectedPlan.interval) | capitalize }}

Markets Market Close

NZ sharemarket has big day: up 1.23%

Big boys go bullish ... for now.

Graham Skellern 26 Mar 2025

World

Australia unveils tax cuts in pre-election budget

Jim Chalmers said Australia would fortify its economy against damaging US tariffs.

AFP 26 Mar 2025

Australia unveils tax cuts in pre-election budget

Finance

Grenon seeks to end ‘futile’ NZME board stoush

It's time for the current board to fold 'em, says coup orchestrator.

Pattrick Smellie 26 Mar 2025

Grenon seeks to end ‘futile’ NZME board stoush

Sponsored

“Extraordinary” uptake for Auckland’s new growth hub

63% of lots at Spedding Road precinct sold ahead of completion.

Spedding Road

Sponsored

Research shows AI-based attacks causing concern and senior leaders overestimating cybersecurity readiness

Research highlights from Datacom’s State of Cybersecurity Index show AI-based attacks are top of mind and senior leaders might be overestimating their organisations’ readiness to recover from cyber incidents.

Datacom