Singapore, 30 July 2020 – A series of films showcasing New Zealand’s values of kaitiakitanga (care for the land), manaakitanga (hospitality), integrity, and ingenuity were launched today in Singapore.  

The series is produced in partnership between Tourism New Zealand, New Zealand Trade and Enterprise, Ministry for Primary Industries, Education New Zealand, and New Zealand Story. The films aim to showcase New Zealand as a great place to live, study in, buy products from, invest in, and visit again when the time is right. 

The series of video ‘Messages’, to be released across Tourism New Zealand’s social platforms and in digital channels, feature a cross-section of celebrities and everyday New Zealanders, as they share messages of hope and care with their international whānau (family). 

In the first film, New Zealanders responded to the theme of ‘If I could encourage the world to do one thing…’ with a range of heartfelt messages, such as ‘listening very carefully to one another’, ‘stop polluting the earth’, ‘always be a good boy’ to ‘stay positive’, “make amazing memories”, and “talk to a stranger, ask them how they are”.

“New Zealand is a place where manuhiri (guests) become whānau (family),” says Gregg Wafelbakker, General Manager, Asia, Tourism New Zealand. “These relationships are something that we, as New Zealanders, are proud of and want to celebrate and continue in perpetuity. 

“Through Messages from New Zealand, we are staying in touch with our international whānau, including those right here in Singapore, and letting them know that we are waiting to welcome them to our shores again when the time is right.” 

To bring to life the story of New Zealand in Singapore, Tourism New Zealand will be partnering with its Singaporean whānau – who have a strong affinity with New Zealand – to highlight their own personal experiences and connections with the country. 

Friends of New Zealand is led by content creator duo Lester Lee and Charmaine Ong, who spent half a year travelling around New Zealand in a campervan to find the elusive Kiwi bird, and Singaporean host, actress and online personality Xenia Tan, who travelled to New Zealand in 2019 where she conquered her fears and skydived for the first time. They will be sharing their own experiences of their time in New Zealand, so that fellow Singaporeans can better understand why the country is a great place to visit when travel opens up again. 

Lester Lee said, “New Zealand has always held a special place in our hearts, having provided the backdrop to some of our most memorable experiences. New Zealand is almost like a second home to us, and definitely where we will be headed once travel resumes. 

“During our travels, what made us feel truly at home was the warm welcome and hospitality we experienced from New Zealanders, who instantly treated us like one of them. This is why we are excited to work with Tourism New Zealand to bring our experiences to other Singaporeans through Messages of New Zealand.” 

Follow the campaign and ‘Messages from New Zealand’ @PureNewZealand on Instagram and @100%PureNewZealand on Facebook, as well as the official 100% Pure New Zealand YouTube page.

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