Having spent over a decade in communications across Australia, Aotearoa (New Zealand), and the UK, I can confidently say that Aotearoa is the most nuanced market to pitch in. While Australians and New Zealanders share some cultural similarities, treating New Zealand like another state of Australia in your communications plan is a mistake. Here’s why:
A culture shaped by Māori influence
Aotearoa’s identity is deeply influenced by Māori culture, which permeates everything from language (kia ora!) to values of whanaungatanga (connection) and kaitiakitanga (guardianship). Any pitch that overlooks these cultural touchpoints risks missing the mark. Whether it’s incorporating te reo Māori or considering the values that drive storytelling here, a one-size-fits-all approach won’t resonate.
Hyperlocal audiences in a small market
Australia’s population of over 26.6 million dwarfs New Zealand’s 5 million. This smaller size creates a hyperlocal approach to news and storytelling. In the same way you tailor pitches for each Australian state or territory, you need to go even further in New Zealand, crafting bespoke stories for specific regions, cities, and even towns. Christchurch, for example, is vastly different from Auckland in its interests and media landscape.
Few major media outlets, many different needs
New Zealand’s major media houses are limited, and their influence is widespread. You can’t approach them all with a generic press release and expect results. Each outlet requires a unique pitch, ideally with a tailored angle that highlights why the story matters to their specific audience. If you can, offering an exclusive can make all the difference—but be prepared to prioritise quality over quantity of coverage.
The challenge of limited options
The smaller scale of New Zealand’s media market means you’ll need to invest more time and effort to craft compelling narratives. You will also need more than one patient story to tell. Generic pitches that might work elsewhere can fall flat here. A strong pitch in New Zealand is one that’s been carefully curated to highlight unique angles, local relevance, and a story that’s hard to ignore.
Final thoughts
New Zealand’s complexity as a market is precisely what makes it so rewarding. By embracing its distinct cultural values, hyperlocal focus, and small but powerful media ecosystem, you can build pitches that resonate deeply.
Whether you’re targeting Australia, New Zealand, or somewhere else entirely, understanding the nuances of your audience is key to success. And when it comes to Aotearoa, the more time you spend curating the right story, the greater your chances of breaking through the noise.
Bec Dawson is an Account Director with a decade of experience in crafting communications strategies across Australia, New Zealand, and the UK.
