English: The above image is from Archives New Zealand's National Publicity Studios and was taken in October 1948. The Photographer was E. P. Christensen.

Spelt slightly differently now the place name 'Taumata whakatangi hangakoauau o tamatea turi pukakapiki maunga horo nuku pokai whenua kitanatahu' is one of the longest place names in the world, according to the Guinness Book of Records. It was given by the local Maori people, Ngati Kere to a hill to celebrate their ancestor Tamatea Pokai Whenua. The meaning of the sign is, "The hilltop, where Tamatea with big knees, conqueror of mountains, eater of land, traveller over land and sea, played his koauau to his beloved".

The National Publicity Studios were established in 1945, but its beginnings can be traced back to the establishment in 1924 of a Publicity Office - part of the Department of Internal Affairs. The emphasis of this Publicity Office was on films, photographs and booklets.

The purpose of the National Publicity Studios was to provide advice to government departments and state agencies on the provision of photographic, art, and display services and in particular to assist in the production of publicity material aimed at conveying a favourable image of New Zealand.

Archives New Zealand Reference: AAQT 6539 A377