New Zealand Story proudly announces the launch of new resources to help government agencies and the export community integrate the country's core values, ngā mātāpono, into storytelling when marketing products or services internationally.
In 2021, New Zealand government agencies with an international focus brought together a wide range of public and private sector stakeholders, in partnership with Māori, to unpack the core values and brand proposition of Aotearoa New Zealand.
A range of potential values were considered, but ultimately, four Māori concepts emerged as the most fitting representation of New Zealand’s values:
Pōtikitanga (curiosity and ingenuity), tiaki (care for people and place), manaaki (warmth and respect for others), and pono (integrity and honesty).
These values form the foundation of New Zealand’s unique brand proposition—that care for people, and connection to place, drives our ingenuity.
Testing the values in nine global markets demonstrated their impact on storytelling. International consumers viewed these values as setting New Zealand apart as authentic, unique, and genuine.
New Zealand Story has created guides for government and exporters to provide insights into these values, offering examples of their application and ways to leverage them in storytelling.
Additionally, two videos have been produced to showcase the values and demonstrate how to use them in promoting New Zealand offshore.
