• Soft infrastructure is everything that exists that is not hard infrastructure. This includes the culture, social infrastructure and the norms that exist within the organisation, community or region.
  • Lifestyle may be a large factor in the decision to move to this new location. Highlight how potential talent might live their life differently in this new location – what they might learn or experience differently.
  • Offering a secure, clean and healthy environment is important. Clean beaches, safe roads, quality health and social services, such as an effective police force, are all important.

 Andrew Coy Attract 6

Andrew Coy speaks about showcasing soft infrastructure during the launch of the TalentNZ Menu of Initiatives on 11 June 2014.


2014 New Zealand Examples

Kaikoura District Council

Kaikoura District Council hosted a top Australian journalist to promote their region. The two page spread appeared in two major Australian papers and promoted Kaikoura as an eco-tourist destination. To promote recycling, the Kaikoura District Council only provides kerbside pick-up for recycling. All other waste must be taken by individuals to the city landfill. By making it more convenient to recycle than not, people have started to use more recyclable products.


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