Monday, May 27, 2024
HomeGeneral TourismAgencies join forces to build brand New Zealand on the world stage

Agencies join forces to build brand New Zealand on the world stage



For the first time,‚ÄØTourism New Zealand, New Zealand Trade and Enterprise, Ministry for Primary Industries, Education New Zealand‚ÄØand New Zealand Story‚ÄØare working together on a joint global campaign to‚ÄØpromote‚ÄØNew Zealand’s brand on the world stage.


The new ‘Messages from New Zealand' content builds New Zealand’s reputation offshore as a great place to live, study in, buy products from, invest in and visit again when the time is right.


“It's incredibly important we continue to build preference and desire for New Zealand while our borders are closed, says Tourism New Zealand chief executive Stephen England-Hall.


“Even though the world can’t visit us right now, there are many ways consumers can choose to experience New Zealand, through our export products including New Zealand’s world-class food and beverage as well as digital content and experiences.


“We’re working hard to encourage Kiwis to get out and try something new to support domestic travel and our tourism sector. At the same time, it's equally important that we continue to build preference for New Zealand’s brand offshore to support exports today as well as drive our economic recovery when borders do reopen.”


“We have come to realise that New Zealand is a special place, driven by a set of shared values, that underpins everything we do, including our response to the threat of COVID-19," says New Zealand Trade and Enterprise chief executive Pete Chrisp.


“So, at a time like this, when we can’t visit our markets, it is important to keep this special brand of New Zealand alive. This brand provides a ‘halo’ effect around the wide range of New Zealand companies that trade with the world, our food and beverage exporters, our tech companies, our investors.


“This brand builds New Zealand presence in markets and creates new opportunities.”

According to Ray Smith, director-general MPI, New Zealand has a global reputation for producing some of the world’s finest food and beverage.

“Our farmers, growers, fishers and processors take significant pride in what they produce, from our beautiful meat, fish and seafood to our top-quality wines, dairy products, and fruit and vegetables.

“We’re proud to export most of the food and beverage we produce, so consumers around the world don’t need to wait to visit our shores to enjoy a special piece of New Zealand.”

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