Promoting Creative New Zealand to the World

Kea New Zealand (www.keanewzealand.com) is working on an innovative digital and ‘bricks and mortar’ global campaign - called 'PassItOn' - to involve the worldwide network of Kiwi expats in the Rugby World Cup – leveraging the event to promote everything that is awesome about NZ, including our fantastic creative sector.

In development for over nine months, PassItOn aims to profile the most exiting organisations, ideas and individuals in New Zealand. We don’t just want to share their stories, we also want to ask the global community of New Zealanders to help achieve some specific outcomes.

To better understand the project philosophy see the PDF 'PassItOn Manifesto'.

How it Works

The PassItOn website, due to launch at the end of March 2010, will use short (1 – 1.5 min) video clips to profile innovative organisations or individuals that have a great story to tell. Each profile will have a specific ‘ask’ for the international community – buy, invest, collaborate, provide introductions or simply learn more. These are not meant to be boring video profiles, they should be interesting and exciting – compelling enough to make the person watching them actually want to help, or at least to share the stories with others.

PassItOn will be encouraging New Zealanders in New Zealand to locate their friends and family overseas and sign them up to the campaign. We’ll be offering over $200,000 in incentive prizes – everything from luxury lodge accommodation to Rugby World Cup final tickets. As the offshore community grows we’ll start to encourage them to share the video profiles with their non-Kiwi friends and colleagues, gradually spreading the word that New Zealand is about far more than just rugby.  

How can you be involved

We want to get New Zealand’s creative community firmly behind PassItOn. To be involved you basically just need to meet our criteria for inclusion and then you need to be prepared to invest in producing some interesting, high quality video content for the PassItOn platform.

Criteria for Inclusion

Answer yes to all these questions and you’re a PassItOn candidate:

• Does your work, product or service genuinely exemplify what is cool, exciting or desirable about New Zealand today?
• Can you present your work, product or service in an interesting way?
• Are you internationally orientated i.e. is your work, product or service relevant and accessible to a global audience?
• Do you have a specific ask? We don't just want stories or profiles. You need to be trying to acheive some kind of outcome.

The Content

To better understand the type of content that we are expecting and how it will be collected and present see the PDF 'PassItOn Content Guidelines' below.

Next Steps

If you're interested just get in touch with Scott Riddle (Project Manager) - call him on 021 303934 or email scott@keanewzealand.com