The New Zealand Tech and Innovation Story (Tech Story) is a marketing initiative designed to deliver a compelling, consistent way of promoting our tech and innovation capabilities. This will help our businesses grow internationally by attracting tech investment, tech talent and growing our tech exports.
The Discover and Define phases of the refreshed Tech Story have now been completed. The research has included gathering insights from over 600 individuals in the New Zealand and international tech communities to inform key messaging, audience and market relevance, branding, marketing assets and campaign activity. The Summary Insights Report highlights these insights and includes potential themes and messaging for consideration in the development of our Tech Story.
Our tech ecosystem is growing and maturing, but is still young enough to be agile with fresh ideas. Many international investors consider our tech ecosystem as relatively immature and siloed, however it is growing rapidly. While our tech innovators are concerned about scalability, internationally the message is that our strength is quality!
Throughout the research, several recurring themes emerged including;
- the continued recognition of New Zealand as an open, stable and trusted economy that is easy to do business with.
- New Zealand has a pool of well educated, creative, affordable, diverse talent.
- a key message from interviewees – ‘do not underestimate the power of lifestyle, inclusion and stabilityin the New Zealand Tech and Innovation Story messaging’.
Considering these perceptions, the creation of the Tech Story must be as diverse and distinctive as the values perceived by the world and markets being targeted.
Special thanks to our research partner, IDC New Zealand.