Rebecca Smith

Director New Zealand Story        

NZ Storytime – Evolving a Tourism Brand into a Nation Brand

At the forefront of innovative and successful Destination Marketing for decades, NZ Story deepens New Zealand’s narrative with the world. In this session, Rebecca will take us through the good, bad and ugly of what she’s seen in the world of place branding over the past six years as Director of NZ Story.

Rebecca is an optimistic, energetic and experienced marketer leading the Government’s New Zealand Story Group. 

The New Zealand Story is an initiative that defines the distinctly Kiwi attributes that make New Zealand unique and provides a framework to help us better communicate our value to the world.  

Rebecca has a unique view of how consumers and buyers offshore see New Zealand and can share insights into what we need to do, say and show to shift perceptions and trigger better outcomes – whether it be attracting people to visit, study, live, do business with or invest in New Zealand. 

Rebecca is passionate about driving the success and prosperity of New Zealand and New Zealand businesses, and is on a mission to make New Zealand famous for more good things.