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New Zealand is clean and green. Therefore, the rest of the world, you know, must think we are. Well, the
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reality is we're not as clean and green as we would like to be. It's a risky
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thing. Even if even if it were true, uh, you know, you have one small food crisis
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or issue or or or something and suddenly your whole reputation is is broken >> because it was the whole 100% pure
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campaign, which leaves no margin of error. >> No, no, exactly. I often joke I mean,
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it's still a good campaign and it does a good job for the tourism, but I say the
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problem with it is it's not 100% true. Um, and it's not 100% everything we do.
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So like it's even if it were 100% true, it's not showing you innovation and
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investment and you know education opportunities. It's just showing you a beautiful mountain which is great and
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that gets tourists here. So it does a fantastic job from a tourism point of view but is a bit lacking in other
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areas. Yeah. >> But if the if the campaign had have been like 85% pure New Zealand that would
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have felt like a poster in Murray Murray's office. >> We make those sort of Yeah, we realize
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that quite often you can't say something like 85 and a half% pure.