Creating a story for our nation.
NZTE, Tourism New Zealand, and Education New Zealand, realised the opportunity for one New Zealand Story.
And a communications platform that encourages the world to invest, partner, study, and buy from New Zealand.
The New Zealand Story needed to extend beyond our beautiful landscapes. It needed to include the character and resourcefulness of the people and brands that live here. It was time to broaden the narrative.
We facilitated workshops with public and private stakeholders, developing a set of personality traits and a short story for New Zealand. We looked at how our place in the world and our unconstrained landscape has shaped who we are as a people, and what we offer.
The story was tested in international markets to verify it added new attributes to audiences’ knowledge of New Zealand – and that those attributes were completing and relevant. It now forms the backbone of the assets (website, video, still images) available for exporters who wish to tell the story of New Zealand as part of theirs.