Promoting New Zealand’s IT credentials
onechocolate was tasked with building the brand around New Zealand’s (NZTE) ICT industry in the EMEA market, using PR to demonstrate the country’s creative and innovation messages.
Through a co-ordinated international programme from the UK and Germany, onechocolate focused on positioning New Zealand as a nation with a prospering innovation and creative industries, with expertise in offshore services, film and media, robotics, consumer technology, financial and security sectors. Both traditional and social media strategies were implemented and leveraged key spokespeople and partners including the CIO of Lord of the Rings special effects company. NZTE’s first ever European blog was set up and was used to drive both on and offline media buzz.
Very specific results were generated internationally including broadcast coverage in each of the five premium territories. The campaign demonstrated that NZTE was much more than just a farming and holiday destination. Through heavy seeding and promotion the blog went from zero to 8,000 monthly unique users during the short campaign period.
