Tourism New Zealand: NZ Says '39'

Tourism New Zealand, a tourism board, increased tourism appeal in Japan by launching a thank you campaign at the 2019 Rugby World Cup hosted in Japan.

'NZ Says 39' Summary

Tourism New Zealand's campaign "NZ says 39" is a rare tourism campaign.

It focused on making a hero of another country, not itself.

The 2019 Rugby World Cup in Japan was a time of deep national pride and we realised we needed to put Japan first rather than ourselves. So we paid our respects to the people of Japan by creating a gesture of thanks for their generous hospitality towards New Zealanders during the tournament.

In Japanese the number three is pronounced "san", the word nine,"kyu". Phonetically "San Kyu" sounds like "Thank You" which formed the...

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