New Zealand Story's Director of Marketing and Communications, Amy Knightley has worked with governments, corporations and international organizations to project effective messages to global audiences. At the Encuentro Imagen de Chile she will share her vision on the value of telling genuine stories that connect across borders.
What does it mean to you to participate in the Image of Chile 2025 Meeting?
It is a privilege. Chile has an enormous potential to position itself through its stories. This meeting is an opportunity to reflect on how a country can communicate its identity and value proposition in a coherent and emotional way.
In your experience, what do international audiences look for?
They are looking for authenticity. It's not just about what a country says about itself, but how it lives and demonstrates it. Authentic stories are the most powerful bridge to international audiences because they build trust and emotional resonance.
From your experience in country branding strategies and the positioning of New Zealand, what lessons do you think could be useful for a country like Chile in its international projection?
As stewards of our country's history, we have a responsibility to authentically represent all of New Zealand in our work, including both our Maori and European cultures and worldviews. To do this effectively, consultation and collaboration between the public and private sectors is key. It is also key to understand what the world thinks about us, so we know what we need to do, say and show in order to help transform perceptions. For this reason, a strong research program on international perceptions of the country is essential.
For Chile, embracing and amplifying its own distinctive values and narratives could help build a unique, recognizable and respected brand. Collaboration across sectors and communities, along with a long-term vision, are essential to ensure that the brand is inclusive, representative and enduring.
Amy Knightley will be part of the VII Encuentro Imagen de Chile, to be held at the Gabriela Mistral Cultural Center on August 26.
Registrations open at encuentroimagendechile.cl
