Problem: While New Zealand is a country like no other, it doesn't have the draw that other tourist destinations have. Niche audiences needed to be defined. We needed "our" kind of people.

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Insight: What makes NZ special is wildly different than what makes Paris special. The Frenchies wouldn't understand.

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Solution: Embrace the wild, weird, and wanderlust. Anywhere else, you'd be an oddball. Here, you're a Kiwi.