Australia is jealous of New Zealand’s brand strategy and has yet to “crack the marketing code”, according to Tourism Industry Association New Zealand chief executive Tim Cossar.

Travel Today reports Cossar noted the green-eyed monster rearing its head on a recent trip to Darwin for the ATEC Conference.

And speaking at the 10th anniversary of the “100% Pure” campaign, Tourism New Zealand Chief Executive George Hickton said it would be retained no matter which ad agency works on the account.