Foreign television shows are to be steered away from filming sheep and Maori culture after tourism bosses complained they portray New Zealand in a disappointing and inappropriate manner.
Images of sheep should be "blacklisted" and scenes of Maori culture treated with "extreme caution", an internal report by Tourism New Zealand said following filming in New Zealand for America's Next Top Model in 2010.
The project was supported by Tourism New Zealand because it was expected to drive international interest in the country.
Although an internal review found media coverage positive and leading to "compelling imagery of a cultural experience", it also stated the show "wasn't a natural fit with our messaging" and any repeat would require "greater control over preventing undesirable imagery being broadcast".
"Too much imagery featuring rural landscapes with sheep was a disappointment," the review said. "Next time we will have a 'blacklist' of banned imagery written into the contract so we will have tighter control.