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The New Zealand Story launched today in Wellington

Tourism New Zealand's Chief Executive Kevin Bowler has welcomed today's launch of The New Zealand Story.

The New Zealand Story is an initiative to help companies gain competitive advantage by building a strong, consistent profile for New Zealand in international markets.

It was launched by Economic Development Minister Steven Joyce.

Kevin says the 100% Pure New Zealand campaign will continue to be at the heart of the Tourism New Zealand's work to market the country to the world as a visitor destination, as it has been for the past 14 years. 

The New Zealand Story will serve as a platform on which other businesses in a wide range of sectors can build their marketing programmes.

Air New Zealand Chief Executive Christopher Luxon says: "At Air New Zealand we recognise that we have a role to play that is bigger than just our airline.  Our success is inextricably linked with New Zealand's success - a successful New Zealand needs a strong Air New Zealand, and likewise a successful Air New Zealand needs a strong New Zealand. 

"That's why one of our key goals is to help supercharge New Zealand's success, both economically, sustainably and socially.  We play an important part in New Zealand's tourism industry and it's no coincidence that our new black and white aircraft livery is proudly inspired by the New Zealand Fern Mark."

Tourism New Zealand, New Zealand Trade and Enterprise and Education New Zealand, have led the development of the New Zealand Story, working with a mix of private and public sector groups representing export businesses and organisations from the food and beverage, manufacturing, tourism, education, and other industries; public agencies; Maori; sports organisations; and New Zealanders based overseas.  

The New Zealand Story has been welcomed by a number of industry groups including:

To view the New Zealand Story website click here