Home > Features and Commentary > In brief > Innovation at The Cloud sparks attitude shift
Research released today shows visitors to the Rugby World Cup national innovation showcase The Cloud, featuring Kiwi innovation icons such as the YikeBike and Sealegs, left with a significantly greater appreciation of Kiwi business abilities.
The perception shift was strongest among Australian and American visitors while among New Zealanders visiting The Cloud, there was a great feeling of national pride.
The New Zealand Trade and Enterprise (NZTE) commissioned research indicates the hundreds of thousands of visitors to The Cloud REAL NZ showcase on Auckland’s waterfront are now more likely to regard New Zealand as a more innovative and creative place to do business.
“What New Zealand Trade and Enterprise and its partners tried to do with The Cloud, and indeed we do with all our international marketing, is add a layer of business and investment-friendly perceptions to strong existing ones around New Zealand as a great place to visit,” said Peter Bull, Director Projects at NZTE.
“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.”
He said among Kiwis, the researchers also found increased national pride with respondents talking of The Cloud showing the world what New Zealand could do.
Michael Barnett of the Auckland Chamber of Commerce and Dave Gibson of The Gibson Group designed and produced the innovation showcase.
Around 60 percent of those surveyed said they were likely to invest in, or do business in New Zealand. More than a third were actively looking for opportunities.
NZTE’s Rugby World Cup (RWC) activities have generated 100 international business leads that New Zealand businesses are pursuing with a high probability of commercial success. A further 250 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 the Nielsen research company 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, laidback and hard working with between 70 and 89 percent giving a four, or a five, out of five for these attributes.
NZTE will use the research findings to help shape New Zealand’s future participation in international business showcase opportunities, including the London Olympics and the 2013 America’s Cup Finals in San Francisco.
Download the full report at the bottom of the page.
Nielsen conducted qualitative and quantitative interviews with visitors to The Cloud from 39 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).
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During the World Cup we interviewed a number of international business leaders. Hear their perspectives on New Zealand business.
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