Ask people around the world what things they most associate with New Zealand, and most will include a nod to the Lord of The Rings films which catapulted the country's spectacular vistas to international fame. And perhaps sheep, cows, or the famous All Blacks rugby team.
However, New Zealand doesn't immediately spring to mind as a country with a perception issue – in fact, the country has been one of the world's hottest tourist destinations for several years running.
But according to Rebecca Smith – Director of the New Zealand Story masterbrand – the country's wider reputation had almost become...