Kiwi innovation icons on show at RWC exhibition

New Zealand Trade and Enterprise
Media release

Kiwi innovation icons on show at RWC exhibition boost national pride
* International business opportunities also strong

Kiwi innovation icons such as the YikeBike and Sealegs on show at the Rugby World Cup national innovation showcase, The Cloud, sparked new-found pride among New Zealanders in their country's business achievements, according to research released [attached] today.

"A common comment from people visiting The Cloud, and stunned by the innovative Kiwi products and services on display, was 'I didn't know we could do that'," said Peter Bull, Director Projects at New Zealand Trade and Enterprise (NZTE). NZTE commissioned the research.

"Among Kiwis there was pride in being able to show the world what New Zealand businesses can do," he said.

"In particular the portrayal of Kiwi innovation on the big-screen film "We do things differently here" had many people misty eyed.

The research, by Nielsen NZ, showed international visitors in New Zealand for the Cup also left The Cloud with a significantly greater appreciation of Kiwi business abilities, especially their innovation. This perception shift was strongest among Australian and American visitors.

"New Zealand Trade and Enterprise viewed the Rugby World Cup as an opportunity to leverage the resulting international attention, including changing the way New Zealand is viewed around the world," said Bull. "Our goal was to maximise international business and investment opportunities presented by hosting the Cup in New Zealand.

"What NZTE, and our partners, did with The Cloud is add a layer of business and investment-friendly perceptions to strong existing ones around New Zealand as a great place to visit.

"The research shows that a visit to The Cloud significantly boosted the appreciation of Kiwi business attributes such as innovation, technological smarts, creativity and ingenuity."

"New Zealand Trade and Enterprise and other organisations invested heavily in The Cloud and from NZTE's perspective it was a great success."

Around 60 percent of those surveyed said they were also likely to invest in, or do business in New Zealand. More than a third were actively looking for opportunities.

NZTE's Rugby World Cup activities, such as hosting international businesspeople, have to date generated around 100 international business leads that New Zealand businesses are pursuing with a high probability of commercial success. A further 250 plus international business introductions have been made that have the potential to increase a New Zealand business's growth.

Some of these leads and introductions were the result of hosting activities at The Cloud.

NZTE commissioned Nielsen to measure the impact of The Cloud, and its exhibits, on visitors with business backgrounds. In particular the research looked at what worked in terms of creating positive changes in perceptions. In the last month of the Cup, Nielsen interviewed 302 visitors to The Cloud - 210 from overseas, mostly the United Kingdom, Australia and the US.

Before visiting The Cloud, respondents' positive perceptions of New Zealand leaned strongly towards seeing New Zealanders as friendly, straightforward and hard working with between 70 and 89 percent giving a four, or a five, out of five for these attributes.

After a visit to The Cloud, innovation-related ratings increased:
* Creativity - 72 percent (up 13 percentage points)
* Innovation - 66 percent (up 17 percentage points)
* Technologically advanced - 59 percent (up 18 percentage points).

NZTE will use the research findings to help shape New Zealand's future participation in international business showcase opportunities, including the 2013 America's Cup Finals in San Francisco.

For more information contact:
Mike Booker
Communications Adviser
New Zealand Trade and Enterprise
Tel: 64 4 816 8318
Mob: 64 27 3039 140

Link to film "We do things differently here" - http://business.newzealand.com/auspac/en/buy-from-new-zealand/new-zealand-we-do-things-differently-here/

Editor's notes
* New Zealand Trade and Enterprise's RWC focus was on maximising international business and investment opportunities presented by hosting the Cup in New Zealand.
* The Cloud was a dual-purpose structure. It was an inner-city fanzone and an innovation showcase. http://www.waterfrontauckland.co.nz/Attractions/Waterfront-Attractions/The-Cloud.aspx
* In showcase mode it included:
o An audio-visual film showing "we do things differently here"
o A screen highlighting innovation from sectors of the New Zealand economy
o Static product displays (pods )
o Taste at the Cloud - www.tasteatthecloud.com
* Nielsen conducted qualitative and quantitative interviews with visitors to The Cloud from 32 countries between 21 September and 27 October.
* The majority of participants were resident in New Zealand (31 percent), followed by the UK (26 percent) and Australia (12 percent).
* YikeBike - www.yikebike.com
* Sealegs - www.sealegs.com

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