I thought John Keys’ decision to visit Waitangi dressed not in the expected suit, but in the very unexpected – a T-shirt (black, with a green tiki on it) – was a clever move. Doing away with the pin-stripe and tie for a day, and instead wearing clothes more typical of an “everyday Kiwi” was an interesting piece of positioning.
His unusual attire clearly drew the attention of the Dominion Post, making it a front page story, accompanied by a large photo, the following day. A timely example of the power of visual media in communications.
One Comment
John Armstrong described this as part of the ‘rebranding’ of Key:
It does humanize him and make him appear more approachable and less like an antipodean Gordon Gecko, which has to be a good thing for National.