第1段

New Zealand is a small country of four million inhabitants, a long-haul flight from all the major tourist-generating markets of the world. Tourism currently makes up 9% of the country’s gross domestic product, and is the country’s largest export sector. Unlike other export sectors, which make products and then sell them overseas, tourism brings its customers to New Zealand. The product is the country itself – the people, the places and the experiences. In 1999, Tourism New Zealand launched a campaign to communicate a new brand position to the world. The campaign focused on New Zealand’s scenic beauty, exhilarating outdoor activities and authentic Maori culture, and it made New Zealand one of the strongest national brands in the world.

第一段

新西兰是一个拥有400万居民的小国家，距离世界主要旅游市场的航班时间很长。旅游业目前占该国国内生产总值的9％，是该国最大的出口部门。与其他出口部门不同，其他部门生产产品然后出口销售，而旅游业将客户带到新西兰。产品就是国家本身 - 人、地方和体验。1999年，新西兰旅游局推出了一场旨在向世界传达新品牌定位的宣传活动。该活动侧重于新西兰的风景优美、令人振奋的户外活动和地道的毛利文化，使新西兰成为世界上最具影响力的国家品牌之一。

第2段

A key feature of the campaign was the website www.newzealand.com, which provided potential visitors to New Zealand with a single gateway to everything the destination had to offer. The heart of the website was a database of tourism services operators, both those based in New Zealand and those based abroad which offered tourism services to the country. Any tourism-related business could be listed by filling in a simple form. This meant that even the smallest bed and breakfast address or specialist activity provider could gain a web presence with access to an audience of long-haul visitors. In addition, because participating businesses were able to update the details they gave on a regular basis, the information provided remained accurate. And to maintain and improve standards, Tourism New Zealand organised a scheme whereby organisations appearing on the website underwent an independent evaluation against a set of agreed national standards of quality. As part of this, the effect of each business on the environment was considered.

第2段

该宣传活动的一个重要特点是网站www.newzealand.com，为有意前往新西兰的游客提供了一个通往目的地的单一入口。网站的核心是旅游服务运营商的数据库，既包括在新西兰境内的运营商，也包括在国外为该国提供旅游服务的运营商。任何与旅游相关的企业都可以通过填写一个简单的表格来列出。这意味着即使是最小的家庭旅馆地址或专业活动提供商也可以在网络上获得曝光并接触到长途游客。此外，由于参与企业能够定期更新他们提供的细节，因此提供的信息始终是准确的。为了维护和提高标准，新西兰旅游局组织了一个计划，网站上出现的组织要接受独立评估，评估是否符合一套约定的国家质量标准。作为这一计划的一部分，还考虑了每个企业对环境的影响。
 

第3段

To communicate the New Zealand experience, the site also carried features relating to famous people and places. One of the most popular was an interview with former New Zealand All Blacks rugby captain Tana Umaga. Another feature that attracted a lot of attention was an interactive journey through a number of the locations chosen for blockbuster films which had made use of New Zealand’s stunning scenery as a backdrop. As the site developed, additional features were added to help independent travellers devise their own customised itineraries. To make it easier to plan motoring holidays, the site catalogued the most popular driving routes in the country, highlighting different routes according to the season and indicating distances and times.

第3段

为了传达新西兰的体验，该网站还提供了与著名人物和地点有关的特色内容。其中最受欢迎的之一是与前新西兰全黑队橄榄球队长Tana Umaga的采访。另一个吸引了很多关注的特色是互动式的旅程，穿越了一些电影取景地，这些取景地曾被用作新西兰惊人风景的背景。随着网站的发展，还添加了其他功能，帮助独立旅行者制定自己定制的行程。为了更容易规划自驾游，该网站分类列出了该国最受欢迎的驾驶路线，根据季节突出不同的路线，并指明距离和时间。

第4段

Later, a Travel Planner feature was added, which allowed visitors to click and ‘bookmark’ places or attractions they were interested in, and then view the results on a map. The Travel Planner offered suggested routes and public transport options between the chosen locations. There were also links to accommodation in the area. By registering with the website, users could save their Travel Plan and return to it later, or print it out to take on the visit. The website also had a ‘Your Words’ section where anyone could submit a blog of their New Zealand travels for possible inclusion on the website.

第4段

后来，新增了一个旅行规划师功能，允许访问者点击并“收藏”他们感兴趣的地点或景点，然后在地图上查看结果。旅行规划师提供了所选位置之间的建议路线和公共交通选项。还有指向该地区住宿的链接。通过在网站上注册，用户可以保存自己的旅行计划，并随后返回，或者打印出来带上旅行。该网站还设有一个“你的话”版块，任何人都可以提交他们在新西兰旅行的博客，可能会被收录在该网站上。
 

第5段

The Tourism New Zealand website won two Webby awards for online achievement and innovation. More importantly perhaps, the growth of tourism to New Zealand was impressive. Overall tourism expenditure increased by an average of 6.9% per year between 1999 and 2004. From Britain, visits to New Zealand grew at an average annual rate of 13% between 2002 and 2006, compared to a rate of 4% overall for British visits abroad.

第5段

新西兰旅游局网站赢得了两项Webby奖，表彰其在线成就和创新。或许更重要的是，前往新西兰的旅游增长令人瞩目。从1999年到2004年，整体旅游支出平均每年增长6.9％。从英国到新西兰的访问量在2002年至2006年间以平均每年13％的速度增长，而英国出境游总体访问量的增长率为4％。

第6段

The website was set up to allow both individuals and travel organisations to create itineraries and travel packages to suit their own needs and interests. On the website, visitors can search for activities not solely by geographical location, but also by the particular nature of the activity. This is important as research shows that activities are the key driver of visitor satisfaction, contributing 74% to visitor satisfaction, while transport and accommodation account for the remaining 26%. The more activities that visitors undertake, the more satisfied they will be. It has also been found that visitors enjoy cultural activities most when they are interactive, such as visiting a marae (meeting ground) to learn about traditional Maori life. Many long-haul travellers enjoy such learning experiences, which provide them with stories to take home to their friends and family. In addition, it appears that visitors to New Zealand don’t want to be ‘one of the crowd’ and find activities that involve only a few people more special and meaningful.

第6段

该网站设置了允许个人和旅行机构创建符合自己需求和兴趣的行程和旅行套餐。在该网站上，游客不仅可以按地理位置搜索活动，还可以按活动的特定性质进行搜索。研究表明，活动是游客满意度的关键驱动因素，对游客满意度的贡献率为74％，而交通和住宿占剩下的26％。游客参与的活动越多，他们就会越满意。还发现，当参与文化活动时，游客最喜欢的是互动，比如参观毛利会所了解传统毛利生活。许多长途旅行者喜欢这样的学习体验，这为他们提供了故事，可以带回家分享给朋友和家人。此外，似乎前往新西兰的游客不想成为“众多游客中的一员”，他们认为只有少数人参与的活动更加特别和有意义。

第7段

It could be argued that New Zealand is not a typical destination. New Zealand is a small country with a visitor economy composed mainly of small businesses. It is generally perceived as a safe English-speaking country with a reliable transport infrastructure. Because of the long-haul flight, most visitors stay for longer (average 20 days) and want to see as much of the country as possible on what is often seen as a once-in-a-lifetime visit. However, the underlying lessons apply anywhere – the effectiveness of a strong brand, a strategy based on unique experiences and a comprehensive and user-friendly website. 

第7段

可以说，新西兰并不是一个典型的目的地。新西兰是一个以小型企业为主的旅游经济的小国家。它通常被认为是一个安全的英语国家，且具有可靠的交通基础设施。由于长途飞行，大多数游客停留时间较长（平均20天），并希望在这次被视为一生一次的访问中尽可能多地看到该国。然而，这些基本的经验教训适用于任何地方 - 强大品牌的有效性，基于独特体验的战略以及全面且用户友好的网站。