New Zealand Recreation Association (NZRA) is a charitable body that champions high quality recreation for the benefit of New Zealand. It works at an agency, industry and professional level to build capability, develop partnerships, and equip individuals and organisations with the skills they need to deliver high quality recreation experiences across New Zealand communities.

The brief

  • Position NZRA as the go-to organisation for New Zealand’s recreation industry
  • Articulate and disseminate NZRA’s core objectives, namely:
    -    to raise awareness of the value and importance of recreation
    -    to stress the need for investment in recreation
    -    to identify and support development opportunities for recreation workers
  • Identify and create opportunities for engagement with stakeholders
  • Build partnerships
  • Build NZRA’s media presence

Our success

Last Word Writing Services has worked closely with the New Zealand Recreation Association to help meet its advocacy objectives. This involved development of NZRA advocacy collateral such as its Recreation Manifesto 2015-2016; writing submissions on issues relating to health, sport and recreation; generation of ongoing media exposure in local, regional and national press; and strengthening partnerships with related organisations. These initiatives have positioned NZRA as the go-to organisation for the recreation industry.

In December 2016, the New Zealand Recreation association was awarded the Industry Association/Peak Body Award in the inaugural Leisure Industry Communication and Marketing Awards for “communication of its events, initiatives and activities to media, industry stakeholders, investors and government, raising the profile of its members and the industry”.

The Recreation Manifesto

NZRA launched its first Recreation Manifesto, setting out its vision for recreation and sport in New Zealand and laying out its core advocacy priorities.

Advocacy cheat sheet

An advocacy cheat sheet was developed to help other like-minded organisations to effectively engage in advocacy and to support the common cause.

Advocacy micro-site

A low-cost 'poster style' micro-site was created to make the recreation and sport industry's advocacy priorities clear and accessible to decision makers and the public.

City of Melbourne Urban Sustainability Manager Ian Shears.jpg

Media activity

Media activity resulted in coverage of issues affecting recreation in New Zealand. This included airtime on the Paul Henry Show for NZRA conference speaker Ian Shears.

Client feedback

“Last Word’s broad knowledge of advocacy ensures we have a powerful toolkit to dip into whenever we need it. Their expert and friendly approach has enabled my staff and I to quickly respond to opportunities and to develop an advocacy approach that will more effectively influence decision makers in future.”

Andrew Leslie, Chief Executive, New Zealand Recreation Association