New Zealand's Anzac Nurses: Marketizing the Great War for a 21st Century Fit

Jayne Krisjanous, Christine E Hallett

Research output: Contribution to journalArticlepeer-review


Purpose: - The aim of this paper is to demonstrate how a historical event packaged as an iconic heritage cultural brand can be marketized and modified overtime to ensure brand longevity and continued emotional commitment and loyalty through the leverage of stories and associations more closely aligned with modern day audiences. We do this through examining the marketization of the New Zealand World War 1 (WWI) nurse to today’s audiences. The periods of study are WWI (1914 - 1918) and then the modern day. The New Zealand Army Nursing Service (NZANS) during WWI has previously had little attention as a key actor in the Australia and New Zealand Army Corps (ANZAC), held as pivotal in the birth of New Zealand’s perception of nationhood and an iconic heritage cultural brand. The history and legend of the ANZAC plays an important role in New Zealand culture and is fundamental to the ‘Anzac Spirit’, a signifier of what it means to be a New Zealander.
Design: - A historical case study method is used. The primary source of data is 1914 - 1918 and includes contemporaneous articles, personal writings: diaries, letters and published memoirs. More contemporary works form the basis for discussion of marketization as it relates to the NZANS. The article first presents conceptual framing, then the development of the Anzac brand and the history of the NZANS and its role in WWI before turning to discussion on the marketization of this nursing service to today’s audiences and as part of the ANZAC/Anzac brand.
Findings: - Today the story of the WWI NZANS nurse, previously seldom heard, has been coopted and is becoming increasingly merged as an integral part of the Anzac story. The history of the NZANS during WWI has a great deal of agency today as part of that story, serving many functions within it and providing a valuable lever for marketization.
Originality/value: - To date, there is a scarcity of marketing analysis that examines the marketization of history. By focusing on New Zealand WWI nursing as a contributor to the Anzac story we contribute to the understanding of how marketers package and contemporize history for appeal to audiences through both sustaining and reworking cultural branding.
Original languageEnglish
JournalJournal of Historical Research in Marketing
Publication statusAccepted/In press - 17 Jul 2021


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