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 over time to ensure brand longevity and continued emotional commitment and loyalty through the leverage of stories and associations more closely aligned with modern-day audiences. The authors 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 Corp (ANZAC), Today ANZAC is held as pivotal in the birth of New Zealand’s perception of nationhood and as 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/methodology/approach

A historical case study method is used. The primary source of data is 1914–1918, and includes contemporaneous articles, and 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 co-opted 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, the authors contribute to the understanding of how marketers package and contemporize history for appeal to audiences through both sustaining and reworking cultural branding.

中文翻译：

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新西兰的 ANZAC 护士：将这场大战市场化以适应 21 世纪的健康

目的

本文的目的是展示一个被包装为标志性遗产文化品牌的历史事件如何随着时间的推移进行市场化和修改，以通过利用与现代更紧密结合的故事和联想来确保品牌寿命和持续的情感承诺和忠诚度观众。作者通过研究新西兰第一次世界大战 (WWI) 护士对当今观众的市场化来做到这一点。研究时期是第一次世界大战（1914-1918），然后是现代。第一次世界大战期间的新西兰陆军护理服务局 (NZANS) 作为澳大利亚和新西兰陆军集团 (ANZAC) 的关键角色，此前很少受到关注，如今，澳新军团被认为是新西兰国家意识诞生的关键，并作为标志性的传承文化品牌。

设计/方法/方法

使用历史案例研究方法。数据的主要来源是 1914-1918 年，包括同时期文章和个人著作：日记、信件和已出版的回忆录。更多当代作品构成了讨论与 NZANS 相关的市场化的基础。本文首先介绍了概念框架，然后介绍了 Anzac 品牌的发展以及 NZANS 的历史及其在第一次世界大战中的作用，然后转向讨论这种护理服务对当今受众的市场化以及作为 ANZAC/Anzac 品牌的一部分。

发现

今天，以前很少听到的 WWI NZANS 护士的故事已被增选，并越来越成为 Anzac 故事不可分割的一部分。NZANS 在第一次世界大战期间的历史今天有大量的代理机构作为这个故事的一部分，在其中发挥着许多作用，并为市场化提供了宝贵的杠杆。

原创性/价值

迄今为止，缺乏检验历史市场化的营销分析。通过关注新西兰第一次世界大战护理作为澳新军团故事的贡献者，作者有助于理解营销人员如何通过维持和改造文化品牌来包装和当代化历史以吸引观众。