THE TEAM BEHIND THE FERNMARK
The FernMark Licence Programme is managed by New Zealand Story Group, the guardians of our national symbol, the FernMark.
Our purpose is simple: to inspire, curate and amplify stories that strengthen New Zealand's reputation and value internationally. We aim to grow global awareness and preference for New Zealand products and services by showcasing what makes our country unique.
To achieve this, New Zealand Story provides exporters, government agencies and partners with high-quality resources, tools, and insights. These help create consistent, authentic, and persuasive narratives that shift perceptions, open doors, and unlock opportunities.
New Zealand Story was established through collaboration between Tourism New Zealand, New Zealand Trade and Enterprise (NZTE), and Education New Zealand, with input from over 200 leaders across sectors including primary industries, manufacturing, Māori business, education and government. Our story was rigorously tested for relevance and authenticity in international markets with both business and consumer audiences.
New Zealand Story Group is led by Chief Executive, David Downs.
WHAT THE FERNMARK
REPRESENTS TO
CUSTOMERS
The FernMark represents the story of who we are and where we are from, our New Zealand Story. Underpinning this story are four core characteristics – pōtikitanga, manaaki, tiaki, pono – which describe our attitude and way of doing things; a unique approach that is highly valued by our customers.
WHAT IT MEANS
TO CARRY
THE FERNMARK
A licence to bear the FernMark is formal recognition of a business's role as an ambassador of the New Zealand Story. It is a privileged role, requiring a business to responsibly represent New Zealand offshore and always protect the well-being and reputation of our country.
TELLING OUR
NEW ZEALAND
STORY
The New Zealand Story brings to life the distinctly Kiwi attributes that make us unique and helps us communicate our value to the world. It connects what the world already knows about our country with the things they love about us as people, and reveals our innovative and creative spirit. Visit www.nzstory.govt.nz for more information.