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Education New Zealand marks reopening of borders with new global campaign
Denver Colorado, 31 May 2022: Education New Zealand Manapou ki te Ao at the NAFSA Conference in Denver, Colorado today revealed for the first time a new global marketing campaign emphasising New Zealand’s unique attributes for international students as the country opens for business on 31 July after two years of closed borders.
Central to the campaign are the stories of eight international students from, China, Colombia, Germany, India, Japan, Thailand, USA, and Vietnam. The students share their experience of study and life in New Zealand, and the benefits that result from the weaving together of different cultures in a uniquely New Zealand way.
Education New Zealand invited the eight students to work alongside world-famous Māori fashion designer Kiri Nathan to collaborate on designing a new type of education garment that embodies the cultural values that make a New Zealand education unique: manaakitanga (care of people), kaitiakitanga (care of place), and the pōtiki spirit of youthful energy and finding a better way. The narratives in the campaign are focussed on the students’ experiences and goals, and explore themes such as work and career readiness, sustainability, and innovation through collaboration. It is a campaign authentically rooted in Te Ao Māori values.
“The traditional academic gown worn by students when they graduate is a symbol of achievement, capturing a snapshot in time,” says Ms. Nathan. “Our ‘kākahu’ (garment) symbolises not only this attainment, but most importantly the cultural journey these students have undertaken and will continue throughout their lives. Their experience in New Zealand has changed them, weaving and sharing the values of Te Ao Māori into the unique cultures of their own homeland. The final kākahu designs are a unique collaborative effort, globally-minded and inspiring – just like the students.”
Kiri Nathan is best known for her extensive experience of the modern fashion world infused with her Te Ao Māori roots. She has developed pieces for international figures including Barack Obama, Beyoncé, and the Duchess of Sussex. As a Māori mentor running the Kāhui Collective, she has seen a significant number of NZ Māori fashion designers feature at the NZ Fashion Week, Guangzhou Fashion Week, Hong Kong Fashion Week, and the Fiji fashion week. She also led a delegation to China to meet high level fashion networks and create pathways to market.
More than qualifications
At the core of the campaign is the concept that education with New Zealand is far more than the attainment of academic qualifications.
“What we offer global students is an opportunity to experience something new, different, and ongoing,” says Education New Zealand Chief Executive, Grant McPherson. “It is a new perspective that redefines success in global education beyond degrees and academic achievement and builds greater understanding of the value of continuous learning throughout life.”
“When you study with New Zealand, you’re invited to bring your whole self. You will benefit from New Zealand’s cultural values as well as our high-quality education that embodies innovation, practical learning, and preparing you for the future.”
“But we also know New Zealand benefits too. We want students to bring their stories, their culture, and their perspectives so that we can learn from each other and build a future that is connected, strong and adaptable.”
Across the eight kākahu three sustainable textile options have been used in their manufacture – upcycled commercial linen, sustainable wool from New Zealand mills, and deadstock from fabric wholesalers.
The campaign was launched as part of Education New Zealand’s participation at the NASFA 2022, the world’s largest international education conference and Expo in Denver, Colorado. The campaign will roll out across New Zealand’s key partner countries from June 2, 2022 and runs for 12 weeks initially.
The eight students:
Hanbo Wang (Kevin), from China, studying Viticulture and Wine Science at the Eastern Institute of Technology in Hawke's Bay.
Octavius Jones, from the United States of America, a PhD student in the Te Kawa a Māui department at Victoria University of Wellington. Octavius is studying digital storytelling, African and Māori studies.
Tiara Das, from India, studying Science - Psychology and Neuroscience at the University of Otago in Dunedin.
Bryann Avendaño, from Colombia, studying Civil and Natural Resources Engineering at the University of Canterbury in Christchurch.
Hanna Watanabe, from Japan, is a Year 12 High School student at Rangiora New Life School, in Rangiora, Canterbury.
Khanh Phuong LE, from Vietnam, studying Law at Waikato University, Hamilton.
Atis Suksingha, from Thailand, studying Commerce, majoring in International Business and Marketing at the University of Otago.
Malina Grube, from Germany, studying Law at the University of Auckland, Auckland.
To learn more about our new campaign, visit I AM NEW on Study with New Zealand, and watch our campaign hero video below:
YouTube -
New Zealand Global Competence Certificate Named Finalist for Two PIEoneer Awards
The PIEoneer Awards recognise innovation and achievement in global education each year. The New Zealand Global Competence Certificate is a finalist in two categories:
- Public / private partnership of the year
- Progressive education delivery award.
A model for delivering global competence education virtually and at scale
ENZ, AFS, and Massey University joined forces to deliver global competence education virtually, at a time when students were unable to travel and schools were unable to host international visitors due to the Covid-19 pandemic.
The Global Competence Certificate was ideal in this situation, as it develops self-awareness, empathy, critical thinking, cross-cultural communication and flexibility—global skills essential to live, work, and make a real impact around the world.
ENZ provided full scholarships to increase access; AFS developed a customised version of their Global Competence Certificate and trained a cadre of qualified facilitators in New Zealand; and Massey educators delivered the New Zealand programme so participants got a taste of the New Zealand teaching style.
1,000 learners in 13 countries reached
Mixed classes with learners from different countries, provided a rich cultural experience and a chance to connect with peers offshore in a virtual exchange, despite travel restrictions.
The nearly 1,000 students and teachers in New Zealand and 13 other countries developed global competence skills they described as “life-changing” and “the best thing in the pandemic.” Ninety-eight percent of the programme attendees said they were ‘very satisfied’ or ‘satisfied’ with the Global Competence Certificate, and 95 percent rated their experience as ‘excellent’ or ‘very good.’
Thanks to the overwhelming success of this programme, the partnership will continue as borders reopen and international travel is back on the agenda, with more than 400 learners benefitting from the New Zealand Global Competence Certificate in 2022.
Supporting a nationwide international education strategy
This collaborative project directly supports the Government’s International Education Strategy and helps students and teachers develop their cross-cultural skills together with their global peers.
“As well as helping to develop the global citizens of tomorrow, this programme demonstrates the reciprocal benefits of international education, giving our rangatahi a chance to learn with high school students from around the world, and giving their offshore peers a chance to learn ‘with’ New Zealand and our unique way of thinking,” says Grant McPherson, ENZ Chief Executive.
“Interacting and communicating effectively with people around the world is an important skill. Massey University’s significant experience teaching online, utilising the excellent customised content from AFS and the ongoing support of ENZ, provides a great opportunity for students to gain the knowledge and capabilities they need to live, work and learn in a connected world,” says Tere McGonagle-Daly, Students and Global Engagement, Massey University.
The award-winning Global Competence Certificate, developed by AFS Intercultural Programs, is used far beyond New Zealand. As of 2022, it’s used in more than 60 countries with 15,000 learners of different ages and backgrounds.
“Educating more young people to become global citizens is mission-critical for our world. At AFS we are committed to ensuring that everyone has access to intercultural learning and can gain skills such as cross-cultural communication, empathy, and conflict resolution to effectively bridge differences,” concludes Daniel Obst, President and CEO of AFS Intercultural Programs.
Learn more about the PIEoneer awards and see other finalists here. Winners will be announced on Friday 9 September 2022.
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New Zealand showcased at Expo Exterior and to leading Chilean universities
At Expo Exterior, ENZ Director of Engagement Javiera Visedo joined a governmental panel on the topic ‘Bridges to the Future: Australia, New Zealand and Ireland, allies of Chilean talent’.
Javiera spoke alongside Austrade Director of Education, Scott Bennet; Embassy of Ireland Deputy Head of Mission, Fergal Horgan and Blue Studies International Chief Executive Officer, Andrea Palacios.
The expo provided an excellent platform to connect with students and families eager to explore global opportunities, highlighting New Zealand’s position as a welcoming and inclusive study destination.
From L to R: ENZ Director of Engagement Javiera Visedo, alongside fellow panellists; Austrade Director of Education, Scott Bennet; Embassy of Ireland Deputy Head of Mission, Fergal Horgan; and Blue Studies International Chief Executive Officer, Andrea Palacios.
In addition to Expo Exterior, ENZ participated in international fairs at Universidad de Chile, Pontificia Universidad Católica de Chile, and Universidad San Sebastián in Concepción.
The fairs gave ENZ a valuable chance to talk directly with students, parents, and academics, helping strengthen relationships with potential to develop new partnerships and long-term collaboration between New Zealand and Chile.
Director of Engagement Javiera Visedo said this activity contributes significantly to ENZ’s strategic objectives under the International Education Going for Growth plan, particularly in boosting brand awareness.
“While New Zealand enjoys a strong reputation in Chile, competition in the international education market is intense. By being present at these events, we connect with prospective students and build trust with parents and academic leaders who often influence study decisions,” she said.
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Around the world in five
Canada
The government of Canada has announced a CAN$1.7 billion scheme to attract international research talent, including scholarships for international doctoral students, as well as funding to recruit established and early career researchers.
The United Kingdom
Franchise providers have been told to “clean up or close down” as the UK government moves to bring the fast-growing sector under mandatory regulation and crack down on “rogue operators” exploiting students and public funds.
America
Just 4% of international students recently surveyed said they felt “very or extremely” safe in the US, as shifting visa rules and hostile immigration policies contribute to a climate of fear on American campuses.
India
The number of Indian students pursuing higher studies abroad has declined for the first time in three years, according to data from Ministry of External Affairs (MEA) released to the Indian parliament.
Global
Times Higher Education’s new report, Towards 2035: Projecting the Future of Global Higher Education, predicts that university-level enrolments will continue to grow through 2035 from their present number (264 million globally), but that those enrolments will be shaped and driven by much different forces than in the past.
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ENZ launches Think New Grant
Education providers are asked to encourage their international students to apply.
ENZ’s Director Student Engagement, Kaylee Butters, says the grant is a way of encouraging international students studying in New Zealand and helping them meet their goals.
“In order to create a better future, we need new ideas, new solutions, and new ways of thinking. The innovative, practical, hands-on approach Kiwis take to education supports this, and is why so many international students come here.”
Applications open 1 March and close 10 March 2019 – so be quick.
The winner will be awarded a $5,000 Project Grant.
Applicants must be current international students with an established research or study project. They will need to meet criteria and submit a two-minute video.
ENZ is also looking for stand-out projects and students to be included in the next global campaign, which will be an evolution of the message from the 2018 ‘Future-proof’ campaigns.
“The Think New Grant will assist us in learning about what our international students are working on and achieving," says Kaylee.
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From the CE: Putting NZ back on the map in 2022-23
With relatively low numbers of international students currently in New Zealand, the primary focus for Education New Zealand Manapou ki te Ao (ENZ) over the 2022-23 year will be on rebuilding the sector. The rebuild will have an emphasis on quality and long-term sustainability. We will be working closely with our key sector partners here and around the world to put New Zealand back on the map.
This focus is reflected in the draft refresh of the New Zealand International Education Strategy 2022-30, in our recently published Statement of Intent 2022-26 and Statement of Performance Expectations 2022-23, and in our internal business planning for the year ahead.
The high impact global marketing campaign, I AM NEW, launched at NAFSA in late May, provides a strong starting point for the rebuild. As well as raising New Zealand’s profile by attracting significant international media coverage, the campaign has so far reached over 115 million users. This is a unified, overarching promotion on behalf of New Zealand’s international education providers – an essential approach for us to be heard in this extremely competitive sector. We have focussed the promotion on ten partner countries: Brazil, China, Colombia, Germany, India, Japan, South Korea, Thailand, United States, and Viet Nam. The current phase of the campaign includes highlighting individual student stories.
Travel to partner countries to support the work of locally based ENZ staff and our NZ Inc agency partners is also an important part of promoting New Zealand’s education. Prime Minister Jacinda Ardern’s visit to Singapore and Japan in April, and Education Minister Chris Hipkins’ travel to the United States, Brazil and Chile in May-June have delivered the clear message that New Zealand is open for business, raised awareness of our quality education offering, and progressed our relationships in these countries. You can read more detailed reports about the trip to North and South America in this month’s E-News, and we’re currently planning our forward schedule of travel to other key partner countries.
After discussions with education providers, we have finalised the programme of in-market events where New Zealand will be represented through until the end of 2022, and this is now available on our website here.
The reopening of New Zealand’s borders has also enabled the Prime Minister’s Scholarships for Asia and Latin America to restart this year, so New Zealanders have the opportunity to learn from international experiences and develop their global citizenship competencies and networks. Decisions were recently announced on the first round of group applications, while applications for individual scholarships are open until 31 August 2022.
This month we also formalised a new partnership between the Ministry of Foreign Affairs and Trade and ENZ that will see ENZ take over operational management of the Manaaki New Zealand Scholarship Programme from November 2022. This is an excellent example of ‘NZ Inc.’ cooperation that plays to each agency’s strengths. You can read more about the partnership in this issue of E-News.
He ora te whakapiri, he mate te whakatāriri – Unity is strength
Grant McPherson
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ENZ survey to understand the supply of student accommodation is underway
The availability of accommodation for international students is often cited by our education partners as a potential barrier to the growth of the international education sector here in New Zealand. To date, evidence of this as a barrier has been anecdotal from individual providers and regions, with no specific data to offer a clear picture on the actual situation and extent of it.
Education New Zealand Manapou ki te Ao (ENZ) is therefore conducting a survey of international education providers with the aim to understand more about any potential or actual shortages, where and what accommodation type, and why that be, at a regional, sub-sector and national level. While the survey aims to better understand capacity issues and whether it is a barrier for growth in any part of New Zealand, we importantly want to build an evidence base to then enable tracking over time if a need is identified. Survey results will be shared with peak bodies and regions at an aggregated level to inform cross sector regional conversations and planning to address any issues found.
The survey link has already been sent out to the peak bodies who are forwarding this on to their members. If you are an international education provider here in New Zealand with experience in international student accommodation and have not yet received an email with the survey link, please email SectorEngagementTeam@enz.govt.nz. The survey will be open from now until 1 March 2024.
This is an inaugural survey and if you think a key question or aspect has been missed and should be included in future surveys, please use the free text box to capture this.
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Hands-on environmental studies for US students
EcoQuest Education Foundation is a charitable trust and PTE based in Whakatīwai, with strong connections to Ngāti Paoa and Ngāti Whanaunga.
“We had a wonderful day on the Wharekawa Coast,” says Ria Brejaart, EcoQuest’s Academic Director.
“Led by mana whenua, our students welcomed special guests US Consul General Sarah Nelson, Director of USA Study Abroad Heidi Manley, and Senior Education Advisor US Consulate General, Katie Sleeman. EcoQuest’s Board of Trustees and academic associates also attended the event, along with other key supporters.
EcoQuest team and manuhiri at the bird hide.
“It was a great way to celebrate both the return of our US students after a long Covid-19 hiatus, and our enduring relationships with our collaborators and supporters. It felt particularly apt to be on the shores of Tikapa Moana, where the kuaka (bar-tailed godwits) return each year from Alaska.
“The morning of observing birds on the shell-banks was followed by a visit to Pūkorokoro Miranda Shorebird Centre, for a talk by Keith Woodley, Centre Manager. We then returned to EcoQuest where we marked the occasion by presenting Tū Ngātahi pins to all our students, on behalf of Education New Zealand Manapou ki te Ao.”
A presentation from Keith Woodley (Pūkorokoro Miranda Shorebird Centre Manager). Front row left, Beth Coleman (EcoQuest Board Chair) and Sarah Nelson (US Consul General).
Beth Coleman (EcoQuest Board Chair) and Jono Clark (Director) presented Tū Ngātahi pins to the students.
The eighteen students are from the University of New Hampshire (UNH), Cornell University, University of Michigan, and Colorado State University. They are participating in a fifteen-week residential semester programme with EcoQuest, which offers undergraduate programmes in partnership with UNH. Students gain credits for their undergraduate degrees back home.
“Within the international education sector, EcoQuest contributes high-quality, niche programmes,” says Alana Pellow, Business Development Manager at ENZ.
“These international student programmes align well with New Zealand’s areas of excellence in ecology, restoration ecology, environmental policy, and sustainability. EcoQuest students undertake real-time research for many different collaborators including iwi, NGOs and trusts, councils, private land owners and the Department of Conservation. Academic and scientific rigour are the basis for these unique hands-on learning opportunities.”
“EcoQuest also contributes to international thinking around indigenous approaches to sustainability, through inclusion of elements of Te Ao Māori and mātauranga in its education and research activities.”
The current students are part of Cohort 4, the final cohort of international students to be given entry to New Zealand through a border exception earlier this year. Cohort 4, which was jointly led by ENZ and the Ministry of Education, saw 5,000 international students from 109 different countries nominated for student visas, before New Zealand’s borders fully reopened in August.
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We want to hear from you!
This survey is important to gauge ENZ’s performance and importantly, hear from New Zealand international education providers on how we’re doing, what services you value and what you’d like to see more of.
Your feedback last year highlighted the value of ENZ’s branding and promotional work and offshore connections, and you wanted more data and insights to assist planning.
Since the launch of Learn New Every Day, our marketing campaign, and through optimising our media spend, we have driven significantly improved reach of New Zealand’s position as an education destination and engagement through content and connection.
Importantly, focus lies in building awareness, reputation and quality associations and ahead, we will be connecting with you to establish more effective partnership ways to amplify our joint promotional work.
ENZ underwent an organisational change process early in the new year, with the creation of the International & Sector Engagement team, which has a stronger focus on international services, with the aim of ensuring a seamless flow of market and sector intelligence to support sustainable growth in New Zealand’s international education sector.
We have held online sessions with deep dives into enrolment information, brand health and student experience to help you understand the work that ENZ does to assist your planning. We have more data and insights sessions planned in the year ahead and the survey is your opportunity to signal what else we can do to support your work.
A survey link will be sent to providers in the coming weeks. We look forward to hearing your thoughts to enable us to improve our support to the New Zealand international education sector.
Thank you in advance for your participation.
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Around the world in five
CHINA
Gaokao offers colleges “new opportunities” for global recruitment
China's national university entrance exam – the Gaokao – is increasingly being accepted by universities in the US and elsewhere in the world.
UK
UK global university ranking Brexit warning
UK’s strong performance in global university rankings could be adversely affected by Brexit if access is disrupted to European funding and research partnerships.
KOREA
South Korea to tighten foreign students' visa requirements
The government is tightening visa rules for international students in Korean language programmes at universities after finding a three-fold increase in the number of students in these programmes staying on illegally in the country.
GLOBAL
What makes international students happy?
An international student's country of origin plays a huge role in what makes them happy, along with factors such as employability skills, future job prospects and education experience.
GERMANY
Foreign students are one solution for Germany's shrinking universities
A research report recommends regional universities in Germany continue to make themselves more attractive to international students amid the decline in domestic students.
