 Kea Encourages Kiwi Designers to Pass It On
(New Zealand) - January 2010
Kea New Zealand, the global network of expatriate New Zealanders, has developed an innovative campaign – called ‘PassItOn’ - to leverage the 2011 Rugby World Cup. PassItOn will use the excitement and international media attention surrounding the Rugby World Cup to engage the expat community, and their non-Kiwi offshore networks, in a conversation that goes far beyond rugby.
The PassItOn website (due to launch in late March 2010) will use video profiles to promote everything that is cool, exciting and desirable about New Zealand. However PassItOn is not just about telling stories, it also appeals to the expat community to offer specific support for the participating organisations or individuals.
When the campaign launches later in the year it will receive considerable domestic media attention and will be promoted heavily internationally, through the Kea network and a host of other partners. Over 300,000 offshore Kiwis will be reached by the initial launch communication alone.
Kea wants to hear from world class Kiwi fashion designers who want increase their international profile generally but may also have a specific ‘ask’ for the globally community of expat Kiwis. As long as fit the PassItOn criteria and you are prepared to invest in the creation of a high quality video profile then Kea wants to hear from you.
For additional information, and to find out how you can get involved click here.
Picture: 'Serpentine' by Cybele
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