The Maori Language Commission says the success of manaakitanga, (hospitality) as the theme for 2011 maori Language Week was a major factor in selecting the new kaupapa for 2012.
Te Taura Whiri i te Reo Maori is celebrating its 25th anniversary next year with the theme Arohatia te Reo, (cherish the language).
Glenis Philip-Barbara says people may already be familiar with the branding used alongside previous campaigns and it's about widening that awareness and getting further support from the community.
She says the commission now wants to hone in and focus in on the many ways people can use the new theme creatively.
Ms Philip-Barbara says many organisations, including a national supermarket chain, used this year's theme of hospitality in in-store promotions and it related well around New Zealand as the country hosted the Rugby World Cup.
She says it already has the support of Te Puni Kokiri and the Human Rights Commission and other public sector organisations and corporate entities will be approached in the new year to participate and contribute to Maori language week in 2012.