Editorial: One Plan to rule them all

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26th November, 2012
In a couple of weeks, New Zealand’s stunning scenery will once again get the kind of publicity we couldn’t normally afford, as Sir Peter Jackson’s version of The Hobbit hits the silver screen. So it was probably inevitable that those who question this country’s “100% Pure” brand would also take the opportunity to highlight its superficiality. As the New York Times has noted, “critics say the realm New Zealand’s marketers have presented is as fantastical as dragons and wizards”. It is, of course, a good thing we continue to debate the merits of our environmental ...

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