NZ rated as UK coolest brand

26th Sep 2006

Poll results from the UK have put New Zealand firmly in the number one spot for the worlds coolest destination. This win is a vindication of the recent work weve put in to the UK market, with the Chelsea Flower Show and our Come Now. If Not Sooner advertising campaign ensuring New Zealand stays top of mind with potential travellers, says George Hickton, Chief Executive of Tourism New Zealand.

CoolBrands is a project developed by UK brand consultancy firm Superbrands, and defines brands that have become extremely desirable among many style leaders and influencers. They have a magic about them, signifying that users have an exceptional sense of taste and style.

New Zealand was noted as a destination with a point of authenticity by the editor of Cond Nast Traveller Magazine Sarah Miller. Professional nation brander Wally Olin, says that New Zealand has been very, very clever. It has turned its disadvantages into advantages. The London News specifically isolates the marketing campaign as having an impact saying Reaping the benefits of its recent marketing campaign, New Zealand is apparently the hottest place to be.

Its very gratifying to see we are such a desirable destination, especially as this poll includes opinion leaders who can have an real influence on peoples travel choices. says Mr Hickton.

This is the second award New Zealand has received in the UK this September, with Conde Nast Traveller magazine also voting New Zealand best destination this month.


CoolBrands was established in 2001, and is seen as the barometer of a brands cool factor. Researchers looked at thousands of brands before selecting 650 to put to a vote by both a panel of 23 style judges and the general public. 1725 people took part in the online survey, and fewer than 5% of brands initially considered made it to the final list.

New Zealand outperformed major tourism destinations such as Morocco, Australia and the Maldives to take out the award, with The London News calling it, The hottest place to be.

Top Ten Destinations as voted by CoolBrands

1. New Zealand 2. Morocco 3. Fiji 4. Prague 5.Australia 6. Maldives 7. Amsterdam 8. Brighton 9. Bahamas 10. Bermuda

The UK is New Zealand’s second-largest inbound tourism market after Australia. In the year ending August 2006, 289,134 people arrived in New Zealand from the UK.


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