What a surprise – the come home Kiwis campaign didn’t work.
A marketing campaign aimed at luring expat New Zealanders home from Australia has been canned and declared a failure.
An evaluation of the campaign, obtained under The Official Information Act by The Dominion Post, found it received more media coverage in New Zealand than Australia.
The campaign was launched in May 2006 at a cost $1 million a year.
A similar campaign was more successful in Britain where it was launched in November 2005.
The evaluation found New Zealanders were more integrated in Australia than in Britain and the lifestyle was not sufficiently different to be a selling point.
It was cancelled because it had “not proven to be effective”.
Neither campaign made any difference in the number of people leaving New Zealand.
It’s not people choosing to leave the country for their OE nor choosing not to return that is the real problem.
It is the people who feel they have to go and can’t come back because they have a better life in other countries that is the real problem.
The solution to that is not spin, it’s economic growth and the social improvements which come with it.