Challenge – Team New Zealand
Strategy – community engagement, sponsorship leverage, communications, event management
In 1995 Team New Zealand defied all the odds — they won the America’s Cup. However, when faced with the challenge of repeating their win, and becoming a mega event management company, the team was in uncharted waters.
The colossal challenge staring Team New Zealand in the face was securing the backing of every New Zealander. Controversy had been stirred up around government funding, with the economic perks and limelight confined solely to the Auckland region.
As the 2000 campaign approached, we were welcomed aboard as future strategists and community engagement partners. Our task was twofold: to assist in crafting a fresh identity for the team and to foster connections, both internal and external.
1. Established core message: We collaborated with Team New Zealand to develop a compelling message centered around a peak performance framework. This framework was inspired by their ambitious dream, “Sailing and Technology Supremacy for New Zealand.”
2. Emotional connection: The above message was utilized as a potent emotional connector, forming the bedrock of all our communications. It wasn’t long before the entire nation rallied behind the rallying cry, “Helping to Make the Boat GO FASTER.”
3. Community communications campaign: We orchestrated and secured sponsorship to fund a significant community communications campaign named the “Team New Zealand Support Crew”, generously sponsored by the Westpac Trust Banking Group.
4. Broad support: Securing support from every local city council, we organized mini boat races and spearheaded fundraising initiatives aimed at youth sailing programs.
Through this combination of strategic messaging, emotional engagement, community involvement, and targeted initiatives, we were able to galvanize nationwide support and create a thriving community around Team New Zealand.
We devised a multifaceted strategy designed to raise funds while bringing yachting communities together to celebrate and promote the cause to the wider public. Our approach was both creative and dynamic, centred around community involvement and innovative fundraising techniques.
One of the key initiatives involved supporting the Pleasant Point Yachting Club, whose clubrooms were destroyed during the Christchurch earthquakes.
Reflecting on our work with the Pleasant Point Yachting Club, it’s evident how our strategic methodologies can significantly enhance community engagement and educational outcomes. Inspired by the enduring spirit of Team New Zealand’s (ETNZ) 1998 journey, we translated their framework into actionable business strategies that have yielded remarkable results. Emirates Team NZ exemplifies the power of a shared vision, teamwork, and relentless pursuit of excellence. By integrating these principles, we crafted an effective plan for the fundraising event—cultivating a collaborative community spirit and pushing boundaries to maximize educational benefits.
It is a privilege to support the economic welfare and social well-being of all New Zealand through sailing.
“The creativity and deep experience and business connections enable success and now our goal is achievable. Without Wendy Folau’s contribution we would have predictably failed to raise any funds.”
– Alastair Burgess
“The opportunity to think big, when our committee was going to hold a cocktail party was a gift to our club and future sailors.”
– Dirk Passchier
“We did Team New Zealand proud!”
– Allan Kennedy
“How did she manage to pull this off? Wendy imagined and delivered with such ease, again.”
– Lindsay Kerslake
Emirates Team New Zealand
1998 - 2022
New Zealand (National Campaign)
Wendy Folau
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