New Zealand Edge
Comments
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On meeting a Kiwi
The edge is creative, the edge is exciting, the edge is where we make a decision. The New Zealand Edge gives all those at the centre of their universe a reason to travel. The message is simple; leave your day-to-day routine and venture to a place were a silver fern framed in blue and green highlights a land that is itself a Lovemark. New Zealanders discover their country on leaving for the hub of Europe or America. Our visitors discover New Zealand on meeting a Kiwi.
Chris, New Zealand - 14 July 2004
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A place to stand
New Zealand Edge blows the national-brand skeptic in me away with its breezy mix of optimism and knowing nationalism, treading the fault line between jingoism and jingle with sophisticated aplomb. Fresh. Deep. Credible. Confident. But smart, and not afraid to champion the difference that being from Aotearoa imbues you with: landscape, location, attitude, history, Maori, Pacific, character, innovation. It’s a touchstone for who I am and an advertisement for a nascent Pacific nation that doesn’t make me feel like a target-market. The metaphor enables me to tell a story about my homeland that doesn’t beggar 100% purile sheep jokes or rely on the results of a certain rugby team (go the All Blacks!) Most compelling is the resonant emotional connection – on exploring the site a chill came up my spine … a sense of belonging. As an off-island New Zealander it feels like my Tûrangawaewae: a place to stand.
Stanley, Australia - 08 November 2003