New Zealand already has a well-deserved reputation for outstanding natural beauty, but that’s only a small part of the story. Our nation is filled with artists, business people, entrepreneurs, inventors and innovators whose stories are just as awe inspiring as our landscapes. These are New Zealand’s inside stories; tales that can only be told by our people and the those who interact with us. To get a realistic picture of this country’s contribution to the world, we knew we’d have to look far and wide. We couldn’t tell the real New Zealand story by just recounting one or two of our successes. We would need to talk to hundreds, if not thousands of people who have played a part in our global presence. So, that is what we have done. We’ve already interviewed expats, every day Kiwis and new New Zealanders, speaking to everyone from school kids to pensioners and everyone in-between. We have covered stories about food and wine, culture and invention, business, creativity and much, much more – it’s limitless. But we haven’t finished yet. We need more New Zealand Storytellers: people who can help us show the world just how truly amazing Kiwis are.
'Inside Stories' is initially a series of interviews with a small, select group of famous and globally-recognizable people. The interviewees come from a wide range of backgrounds and categories ranging from sport, business, health, innovation, education, entrepreneurship and from Maori, Asian, Polynesian and other cultures. In fact, any person in our community who contributes to the country from the past, present and future could be a potential ‘story teller’. That's because we believe ‘fresh perspective’ will genuinely be communicated through the stories of many.
We have three main audiences – Global consumers, NZ Export Businesses and the New Zealand public:
Global Consumers – ultimately, our goal is to show the fresh perspective that New Zealand brings to the world: consumers, buyers, visitors, students, migrants and workers.
NZ Export Businesses - we want to help arm these businesses with the tools, content and expertise they need to make a difference on the world stage.
New Zealand General Public - we are also encouraging New Zealanders to help us spread the word, by liking, commenting and sharing the 'Inside Stories' video content with the world.
Ultimately, we want to encourage all New Zealanders to become storytellers!
The content can be used within business meetings, events and presentations and other situations where you need to help reinforce the unique attributes that sets New Zealand apart.
No, this new series of content is complementary to the original content and plays a different role. You can still use the original edit which can be found online via our toolkit here: https://toolkit.nzstory.govt.nz/assets/77087
'Inside Stories' has been designed as an on-going content programme. We will continue to film more great people, both New Zealanders and friends of New Zealand, so we can share more amazing New Zealand stories with the world. The videos are modular, which allows us to create new edits based on specific regions e.g. Asia or sectors e.g. the creative arts.
The NZ Story Group has been set up to enhance New Zealand’s reputation beyond natural beauty. In a competitive global economy, reputation matters. And it's important for a country like ours, with an economy that relies on the strengths of its exports, to continue to grow and diversify. The more we can do to ensure we’re all telling a broad, compelling and aspirational story about NZ, that’s grounded in our values and resonates with the world, the greater chance we have of attracting people to all that we offer. Put simply, we need to make New Zealand famous for more good things.
Development of the New Zealand Story was led by Tourism New Zealand, New Zealand Trade & Enterprise and Education New Zealand with extensive input from over 200 leaders from the primary sector, manufacturing, Māori, export industry, education and wider government services; through a series collaborative and robust private and public sector workshops. The story was then tested for relevance and authenticity in a range of international markets across both business and consumer audiences.
The NZ Story board is made up of a mix of CEO's from our funding government agencies and Private Sector Directors: