A global campaign to promote New Zealand’s brand on the world stage is being launched by Tourism New Zealand, New Zealand Trade and Enterprise, Ministry for Primary Industries and New Zealand Story, the first time these different organisations have come together for such a launch.
The cross-agency campaign will build New Zealand’s brand offshore and increase its appeal as a great place to live, invest in, buy products from, study and visit again when the time is right. While visitors can’t come to New Zealand right now, it’s incredibly important that the tourism industry continues to build preference and desire for New Zealand in the hearts and minds of the global audience. This will ensure that when borders do reopen, New Zealand remains top of mind.
The campaign is set to feature a series of videos filmed with everyday Kiwis as well as appearances from Kiwis like chef Peter Gordon, CEO and founder of Rocket Lab Peter Beck, and head carver at Te Puia James Rickard, who each present a uniquely New Zealand perspective about what is important to them. The film asks, “If you could encourage the world to do one thing, what would it be?” and includes talent showcasing New Zealand’s world-class food, education, and tech sectors as well as New Zealand’s people and places.
Tourism New Zealand has led the creative development of the campaign, which will also feature content developed specifically for tourism, food, and beverage with other sectors able to leverage as the campaign progresses.