Entered by New Zealand Story 

In a competitive global economy, reputation is one of New Zealand’s most valuable strategic assets. For a small, export-led nation, global perceptions influence the people, investment, visitors, and opportunities the nation attracts. Those perceptions are shaped by exporters, diplomats, government agencies, sports teams, citizens, and the New Zealand global diaspora.

New Zealand Story (NZ Story) saw an opportunity to turn this dispersed influence into a shared national advantage. Building on a cross-government taskforce formed during the COVID-19 pandemic, the team established Te Ātea Brand Hub, an enduring shared stewardship model designed to strengthen how New Zealand shows up globally.