The Tourism Department of New Zealand has conducted Marketing Campaign under the tagline ‘Escape your everyday life-spend time in New Zealand’s adrenaline capital Queenstown’. Another tagline they have proposed is, ‘100% safe, 100% fun, 100% YOU’. Both the taglines have been considered mainly targeting the Chinese Active Considerers. Now, the matter is to give a thought that among these two taglines which one will be more effective for the tourism New Zealand so that it results in the profitable success of the New Zealand Tourism.

As per my view, I would like to recommend the first tagline i.e. ‘Escape your everyday life-spend time in New Zealand’s adrenaline capital Queenstown’ over the second one. Before giving reasons why I would like to recommend the first one it is necessary to state the importance of a tagline in tourism business. According to Cook and Marqua (2014, p.158), in today’s era tourism business has a great impact on the economic status as well as economic growth of a country. Proper advertising and promoting are unavoidable factors to the success of tourism business. Here comes the necessity of an appropriate tagline. A tagline has to be short, clear, presented in concise form and eye catching so that it can easily attract the people as well as it can increase the curiosity of people as stated by Pike (2010, p.255). 

Here, in this section, the first tagline has been selected as it is giving a clear idea to the considerers. Considerers can get a clear idea from the tagline that it is about the tourism of New Zealand. On the contrary, in the second tagline it is not clear what it is about. People may get confused. Although the second one is a bit catchy and short but it is not informative. Whereas, the first one is a little bit lengthy from the later one but it is well-informative. If a campaign is held under the first caption, considerers can easily understand that it is about Queenstown, New Zealand. This is the reason why I would like to recommend the first tagline as the suitable one for the Tourism department of New Zealand.

If The Tourism New Zealand considers my recommendation, they can do a research whether this suggestion was effective or not from various sources. They can directly approach the considerers and ask for their opinions. Apart from that, they can approach different travel agencies who offer different package tours to the interested people. Tourism New Zealand can easily get the database of the people who have accepted the package tours or who have shown interests to accept in near future.