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NZTE Launches Global Brand Platform To Drive Sustainable Investment

Invest New Zealand, part of New Zealand Trade & Enterprise (NZTE), has unveiled a new global brand platform ‘Do Good, Do Well’ created by Special New Zealand.

The campaign has been developed to help NZTE attract a new generation of investors and investments into New Zealand. The brand line, ‘Do Good, Do Well’, highlights that businesses that do good for people and planet also do well financially, encouraging foreign investors to focus on investing in values-based New Zealand businesses.

To launch the campaign, Special PR supported NZTE in announcing the brand platform globally, kicking off with an investor-focussed event in New York City on Monday 19 th September, hosted by the Minister for Economic Development, Stuart Nash, and NZTE’s GM, Investments, Dylan Lawrence. The event was attended by key local investors and press to cover the campaign launch.

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Special New Zealand has also developed a hero video highlighting some New Zealand companies that are already living the brand platform ethos – such as Dawn Aerospace, Kono, and WoolAid, as well as further marketing collateral that will be rolled out across key markets for the campaign, including the US and the UK.

Sarah Prigg, Senior PR Director at Special PR added, “Kiwis have long known how innovative and forward-thinking local businesses are and this campaign helps global investors to understand that too. Aotearoa punches above its weight when it comes to creating sustainable and ethical solutions to global challenges. The new brand platform demonstrates how just powerful our business innovation is and the value it presents to foreign investors.”

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John Marshall, Ngāti Maru, Ngāti Maniapoto, General Manager at Special said, “Aotearoa has an innovative business environment and one that increasingly prioritises sustainable and values-based business practices. We wanted to ensure that our business priorities came through in this campaign, highlighting the importance of doing good in business. We’re looking forward to seeing the opportunities this opens up for NZTE.”

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The strength of a values-based approach is growing amongst the international business community, with an international study from Deloitte citing societal impact as the top factor when leaders evaluated annual performance. 34% of businesses believe societal impact is the most important indicator of success, more so than customer satisfaction, financial performance, or employee retention.

Dylan Lawrence, General Manager of NZTE’s Investment team, said, “New Zealand is renowned around the world for having a strong sense of environmental and social justice, and in recent years, that is becoming more and more appealing to global businesses as they keep up with changing consumer and societal demands.

“Do Good Do Well helps to highlight that – regardless of whether it is Cogo, a digital tool that empowers individuals and businesses worldwide to measure, reduce and offset their impact on the climate, or Kono which is an artisan food producer contributing to the thriving $70 billion indigenous Māori economy, we are proving time and time again that purpose and profit can go hand-in-hand.”

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[To share your insights with us, please write to sghosh@martechseries.com]

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