The New Zealand Story Group’s purpose is to protect, enhance and promote Brand New Zealand to expand our country's reputation and value internationally.
Good things come from our country and the more the world knows about these, the greater chance we have to grow our global reputation.
The New Zealand Story Group’s goal is to maintain and expand what Aotearoa New Zealand is known for to improve knowledge, consideration, favourability, and preference for New Zealand products and services.
We create quality resources to provide exporters, the Government and its agencies with the tools, skills and knowledge to communicate more consistent and compelling stories about New Zealand to shift perceptions, open doors and grow opportunities.
New Zealand Story is also responsible for the protection of our national symbol, the FernMark™.
Launched in 2013, the development of the New Zealand Story Group was led by Tourism New Zealand, New Zealand Trade & Enterprise and Education New Zealand with extensive input from over 200 leaders.
Robust and collaborative public and private sector consultation was conducted, with input from the primary sector, manufacturing, Māori, export industry, education and wider government services.
New Zealand Story Group's relevance and authenticity was tested in a range of international markets across both business and consumer audiences before launching.
New Zealand Story Group embraces New Zealand's core values as its own corporate values, guiding our approach in every aspect of our work.
Pōtikitanga describes our curious, ingenious and adventurous spirit.
Manaaki is described as warmly welcoming others and building relationships based on respect, care and reciprocity.
Tiaki describes our drive to care for people, place and planet for our future.
Pono is acting with integrity, honesty, and transparency.