'100% New Zealand' has served this country well, but the government has plans to augment it with a new, broader 'New Zealand story' as part of a new push behind New Zealand businesses to give them an advantage when it comes to international exports.
Tourism New Zealand, New Zealand Trade and Enterprise and Education New Zealand will lead the development and a Kiwi agency will be engaged to help develop the brand and campaign material.
It's one of the initiatives outlined in theBuilding Export Markets progress report launched today as part of the government’s business growth agenda.
“Businesses have been telling us of the need to better tell the ‘New Zealand Story’ overseas. Smaller exporters particularly emphasise that it is New Zealand’s reputation that gives them their initial market entry point as they are too small individually to secure brand recognition for their product or service,” said economic development minister Steven Joyce.
“A tool kit will be developed for Kiwi businesses and the public sector to draw on to help tell the New Zealand story, including consistent branding, narrative, and photos."
The government also wants to see stronger use of the New Zealand fern by brands.
But it's not the end of 100% Pure; such industry campaigns will sit under the broader 'story' umbrella.
“It’s not about replacing Tourism New Zealand’s 100% pure branding. That has been a remarkable success and will continue to be at the heart of our international tourism brand.”
Trade minister Tim Groser said New Zealand exports should be recognised for quality, innovation and Māori culture,
“To compete internationally, New Zealand has to differentiate itself and showcase what we have to offer the world. A compelling New Zealand story that pulls together all the elements of what makes our country unique is essential to assist the future growth of our businesses, jobs and our country.”
The government is also working on developing a new three-year marketing strategy for New Zealand’s destination marketing, according to the progress report, as well as a Māori Tourism Action Plan and ways to capitalise on tourism interest generated by The Hobbit.