New Zealand Story has been shortlisted in the 2023 City Nation Place Awards, recognising its work promoting Aotearoa New Zealand on the global stage.
The City Nation Place Awards celebrates the strategic thinking that goes behind managing the reputation of destinations around the world. The two campaigns shortlisted are:
Place Brand of the Year for Levelling the Playing Field: The Legacy of the Women’s World Cup.
Best Communication Strategy – Economic Development for Recruitment Storyteller.
About the Campaigns
Recruitment Storyteller: Attracting International Talent to New Zealand
As the government agency tasked with promoting New Zealand’s brand internationally, New Zealand Story identified a need to compete for its reputation as a migrant destination, and to support the specific needs of various industry sectors feeling the pinch.
The Technology Sector needed international talent to fill an urgent gap of approximately 10,000 jobs. Recruitment Storyteller became one solution – an insight-led, customisable communications toolkit and activation model created to meet immediate recruitment needs. The campaign was set up for long-term success through coordinated ‘Brand New Zealand’ storytelling.
Learn more about Recruitment Storyteller.
Levelling the Playing Field: The Legacy of the Women’s World Cup
In July 2023, Aotearoa New Zealand would co-host the FIFA Women’s World Cup™. All eyes would be on the nation. The estimated global audience was two billion people.
For the first time, New Zealand Story was tasked with leveraging a major event for the purpose of protecting, enhancing, and promoting its brand to the world.
EyesOnNZ was launched as a digital brand to help attract and engage domestic and international audiences, connecting to the excitement and wider story around the FIFA Women’s World Cup™.
Fuelling EyesOnNZ were two inter-connected content pillars, Wāhine Firsts and EQUALIZE. These both worked to activate New Zealand’s values, digitally and in real time.
The campaigns celebrated female trailblazers across sport, business and society to engage current and future generations, all while living our values as a progressive nation.
Learn more about EyesOnNZ.
The winners for the City Nation Place Awards will be announced on 9 November 2023.
