New Zealand rebadged ‘The All New Zealand’

[Edition 59] PM Helen Clark thinks that the new name will have popular appeal. “Stressing the benefits of our wonderful geography – as well as appealing to older customers – will take place in our TV ads, which will focus on the benefits of our ‘hills and memories’ format,” she said.

[Edition 59] WELLINGTON, Thursday: New Zealand Prime Minister Helen Clark has announced that her country will be renamed ‘The All-New Zealand’ in an attempt to improve its appeal to tourists. “Hundreds of years ago, the prospect of visiting a new version of Zealand was enticing, but the name has stayed the same for so long, the message of newness was just getting lost,” Clark said. “The new name successfully communicates that what we are offering is an exciting new twist on the much-loved Zealand brand.”

Clark says she got the idea for the name from a commercial radio station in Perth when she was recently in Australia. “When I tuned into the All-New 92.9, I thought to myself ‘I know what else is all-new – and it’s even bigger, being a whole country and all,” she said. “Plus, like their music, NZ was the best in the 70s, 80s, 90s – and now. Well, at least at rugby.”

The name change process has been controversial. There was a strong push following from the nation’s appearance in the Lord of the Rings trilogy for it to be renamed “Ye Olde Zealande”. There was also strong support from minimalist designers for “newzealand”, while the nation’s burgeoning Internet industry wanted it renamed simply “.nz”.

But Clarke thinks that the new name will have popular appeal. “Stressing the benefits of our wonderful geography – as well as appealing to older customers – will take place in our TV ads, which will focus on the benefits of our ‘hills and memories’ format,” she said.

The renaming has started an international trend of rethinking placenames. To cast a positive light on the extensive rebuilding that is taking place after September 11, New York will rename itself ‘Even Newer York.’ Also, in an attempt to disassociate itself from a place that most consumers thought was boring, the Australian state of New South Wales will be renamed ‘Not At All Like South Wales.’