FIND out how New Zealand is using compelling storytelling to grow visitor numbers and the national economy at a Sunshine Coast Business Council lunch on Thursday.
Visiting speaker Rebecca Smith is director of The New Zealand Story, a NZ Government initiative to enhance the country's international reputation beyond natural beauty.
Ms Smith will visit the Sunshine Coast to share provide the local business community with insight into the 15-year 100% Pure New Zealand campaign, which is globally recognised for its effectiveness as a one-voice approach to destination marketing.
Rebecca Smith has had a senior level, cross sector, business marketing focused career working for some of New Zealand's most well-known companies. It is this experience that made her the ideal candidate to lead the New Zealand Government's prestigious NZ Story initiative.
As General Manager Brand & Communications for Fonterra's NZ Milk Products division, Rebecca led the development of the dairy giant's global business-to-business (B2B) brand and spearheaded a new approach to global communications.
She also worked in banking with BNZ Partners where she led the business growth programmes, and worked alongside business owners and entrepreneurs to stimulate export success.
Rebecca is passionate about driving the success and prosperity of New Zealand and New Zealand businesses.
Sunshine Coast Business Council chair Sandy Zubrinich said she was fortunate enough to visit New Zealand with about 20 other Coast businesses earlier this year, as a guest of Tourism Events Queensland and Visit Sunshine Coast.
She said the "very successful tourism campaign” defined the unique attributes of a country; and then created a consistent story shared by all stakeholders.
"We are very fortunate to have Rebecca visit us here so the broader business community can hear first-hand how the campaign successfully transcended New Zealand's very diverse tourism offering - a challenge we share on the Sunshine Coast given the many distinct and unique communities that contribute to the appeal of our destination.”
"A diverse offering can often result in confusing messaging and products competing with one another rather than enhancing what is on offer. The 100% Pure New Zealand campaign was a collaborative effort with all levels of government, business and community committing to consistent and strong branding messages.”
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