A new multi-agency campaign is being launched to promote New Zealand overseas amid border closures and the ongoing Covid-19 pandemic.
The campaign is a joint effort by Tourism New Zealand, New Zealand Trade and Enterprise, Ministry for Primary Industries (MPI), Education New Zealand and New Zealand Story.
Tourism New Zealand said ‘Messages from New Zealand’ promotes the country’s reputation offshore “as a great place to live, study in, buy products from, invest in and visit again when the time is right”.
One of its videos features clips of every day and well known New Zealanders, showcasing the country’s identity and perspective.
“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,” Tourism New Zealand chief executive Stephen England-Hall said.
“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.”
New Zealand Trade and Enterprise chief executive Peter Chrisp said it was important to keep the “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,” he said.
MPI director-general Ray Smith said New Zealand had 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,” he said.
The campaign will run into 2021.
Source: RNZ News – www.rnz.co.nz
