care full

Tiaki — Care for New Zealand is an initiative originally developed as a way to encourage New Zealanders and our manuhiri to travel more safely and conscientiously through Aotearoa. Since its launch in 2018, notwithstanding the challenges of COVID-19, it has been embraced wholeheartedly by New Zealanders, the tourism industry, and tourists alike. As a core team member in its development, I was involved from initial ideation and strategy to brand development and rollout. This included the development of comprehensive strategic brand foundations and guidelines, as well as a wide range of external collateral: website, video, pamphlets, posters, ads, logo application, merchandise — and even an in-flight safety video.