‘New Zealand Story’ branding isn’t about dumping 100% Pure, government says

The government has commissioned three government agencies to develop the "New Zealand Story" as an aid to export growth but it says the new tools don’t signal the end of 100% Pure as a national brand.

Finance Minister Bill English, Economic Development Minister Steven Joyce and Trade Minister Tim Groser announced measures including work toward creating a new export promotion agency to boost New Zealand's exports and try to give local companies a competitive advantage.

The "New Zealand Story" is one of the initiatives outlined in the Building Export Markets progress report launched today as part of the government's growths agenda.

“It’s not about replacing Tourism New Zealand’s 100 percent pure branding.” Groser said. That branding "has been a remarkable success and will continue to be at the heart of our international tourism brand.”

Separately, Groser announced that New Zealand will join the World Trade Organisation's Government Procurement Agreement, which means kiwi businesses will get better access to an estimated US$1.6 trillion of oversea government contracts.

Finance Minister Bill English said growing exports “is the only way New Zealand can deliver the growth and productivity required to enhance the wealth of our country and create more and higher-paying jobs. The government will stay focused on supporting firms to grow their exports."

Tourism New Zealand, New Zealand Trade and Enterprise and Education New Zealand will lead the development, engaging with 40 to 50 senior leaders across the private and public who have experience in international markets. A New Zealand-based agency with a focus on brand strategy will then be developed to sell the "New Zealand story."

"A tool kit will be developed for Kiwi businesses and the public sector to draw on to help tell the New Zealand story, including consistent branding, narrative, and photos,” Joyce said. “It’s not about replacing Tourism New Zealand’s 100 per cent pure branding - that has been a remarkable success and will continue to be at the heart of our international tourism brand.”

Under the WTO agreement New Zealand will be able to purchase goods and services from 42 countries, including the US, China and the 27 countries of the European Union. Countries which have signed the agreement must follow rules relating to openness and competition. The process is expected to take about two years to complete.

"We already follow the rules, but just don't get the benefit for our New Zealand exporters," Joyce said. "Joining up to the GPA will improve all access and reduce costs for exporters."

The total value of the global government procurement contract is estimated to increase by US$80 billion to US$100 billion annually as new countries join.

The report confirms the government’s target to increase the contribution of exports to the economy from 30 percent to 40 percent of gross domestic product by 2025, while highlighting the shift in economic power from the West to the East expected to occur over the next 20 years.

"Asia represents a massive growth opportunity for our country," Joyce said. "The only question for us is what are we prepared to do to take up that opportunity."

This is the first of six reports on the government’s Business Growth Agenda. Others will address innovation, skills, capital markets, infrastructure and resources and will lay out the work programme government agencies are implementing.