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New global campaign invites students to discover what New Zealand can teach them
The ‘New Zealand Taught Me’ campaign was launched on 11 August and has started to roll out across key global markets, showcasing the unique value of a New Zealand education through the voices of its alumni.
Real stories with real impact
At the heart of the campaign is a 30-second hero video, backed by a suite of alumni stories that highlight the life lessons and experiences gained while studying in New Zealand.
Hero video
Alumni stories
These stories aim to connect emotionally with globally minded students and their families, showing that learning here goes far beyond the classroom.
Why now?
The campaign is a strategic move ahead of the full launch of a global brand platform for New Zealand international education.
It’s designed to deliver strong results in high-growth markets, replacing the previous ‘Learn New Every Day’ campaign in nine countries: China, India, Japan, South Korea, Sri Lanka, Thailand, the Philippines, the USA, and Vietnam.
A welcoming message
ENZ Brand Lead Nick Sinclair said the campaign is a major opportunity for us to present New Zealand as the living and breathing learning destination that is.
“We want to show students how in New Zealand knowledge comes from everywhere.”
“Given the shifting global climate that we are currently seeing with international education, it's a timely opportunity for New Zealand to strengthen its position as a welcoming and inclusive destination.
“The message to students is clear: we’re open, and you’re welcome,” Nick said.
A fresh direction
‘New Zealand Taught Me’ signals a shift toward a more emotionally resonant and globally competitive brand identity. It positions New Zealand as a vibrant, welcoming learning environment where knowledge comes from everywhere, not just the classroom.
Where to see it
The campaign has started to appear across paid digital media, the ENZ Study with New Zealand website, and all communications with prospective students.
ENZ encourages education agents and partners to use the market-specific materials in their promotions.
These assets are live on ENZ’s Brand Lab for you to make the most of:
- Translated hero videos
- Translated Alumni videos across education sectors
- Social media guidelines (coming soon)
- A sector engagement pack (coming soon)
Contact ENZ Brand Lead Nick Sinclair via Nick.Sinclair@enz.govt.nz if you have questions or ideas about leveraging the campaign assets. If you have a success story on how the campaign assets have supported your work, please also get in touch.
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Around the world in five
Asia
The government of Hong Kong has announced ambitions to become an international hub for post-secondary education with measures including an increased quota for international undergraduates at public universities, more scholarships and work rights for postgraduate students.
North America
Canada is set to introduce a “recognised institution” framework, through which colleges and universities with a positive record of vetting and supporting international students may be eligible for fast-track study permits. This comes after over 100 Indian students faced potential deportation earlier this year after their admission letters to Canadian colleges were found to be fake, which the students were unaware of.
Middle East
A British school in Abu Dhabi that has been rated outstanding by the Emirate's school regulator for promoting the UAE's national identity said it has weaved elements of the country's culture, history, heritage and, Arabic language into its UK curriculum. The British International School Abu Dhabi is home to 2,080 pupils from 96 countries, with one in five pupils at the school being Emirati.
Europe
According to the Irish Higher Education Authority (HEA), In 2022/23, Ireland set a new all-time high for the number of international students studying at Irish universities. 33,480 students were enrolled at Irish universities last year, an increase of nearly 12% compared to 2021/22, according to the report. Furthermore, India’s student population in Ireland has grown by a significant 17.8%, reflecting a surging trend.
Africa
South African business schools are a higher education success story and champions in terms of higher education on the African continent. Though competing for students, they display a strong ethos of collaboration, generated by a sense of shared purpose to upskill a “new” country. These schools show the power of collaboration, common purpose, and internationalisation outlook.
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NZ EdTech’s taking a diversified and leading message to the Australian digital education market
ENZ had a stand at NZTE’s pavilion with six of the eight EdTech who had expressed an interest in attending EduTech as part of an ENZ delegaton, showcasing their products alongside NZTE’s five customers. The companies in the ENZ delegation included Pacific Kids' Learning, Nutriblocks, PipiLearning, Jix Reality, PolyMath and Code Avengers and the Student Volunteer Army were also part of the wider ENZ delegation. This diverse group of technology providers from K-12 to Vocational Training and Education (VET) and Higher Education (HE) provide a range of digital education solutions including numeracy, literacy, financial literacy, STEM, programmes for neuro diverse learners, Pacific based and culturally responsive digital tools, immersive digital education experiences and health and wellbeing educational games.
PolyMath Co-Founders Sophie and Christian Silver (second and third from left) talking with attendees at their EduTech Melbourne 2023 stand.
ENZ’s participation supports Focus Area Two of the New Zealand International Education Strategy which is to ‘Build a new international education future’. In taking NZ EdTech offshore, ENZ’s goal is to show how Aotearoa New Zealand is leading in education innovation while also helping NZ EdTech companies explore and understand the export opportunity in Australia in a low-risk and low-cost way.
ENZ’s Business Development Manager | Kaiwhakawhanake Pakihi, Alana Pellow, said that having a stand on NZTE’s pavilion gave ENZ’s delegation profile and extra visibility during the Expo. This included the opportunity to promote their products, a presentation slot to pitch their products, visibility of their collateral and the opportunity to engage with expo attendees over the two days of the event.
“All six EdTechs on our stand generated a total of 80 prospective customer and partner leads, with one company signing a contract with a local university while there.
“All met with decisions makers and government education officials, explored opportunities to partner with other NZ EdTechs and refined their thinking and business planning on the opportunities presented by the Australian market. They all referenced the significant value of being ‘in market.’”
Nutriblocks Co-Founder Dr Claudia Leong and Tech Programme Developer Tim Kern presenting at EduTech Melbourne 2023.
ENZ also sponsored the NZTE networking dinner for the combined 13 EdTech businesses. Invited guests included representatives from the Victorian Department of Education and Training, Victorian Association of State Secondary Principals, Matterworks/Board Director and the NSW Department of Education. Both Education Departments set the scene for the education technology landscape in NSW and Victoria and the journey both states are on in digital adapting and adopting specifically in K-12.
ENZ also supported giving broader visibility of Aotearoa New Zealand’s expertise in digital education and secured two speaker sessions for the EduTech VET conference stream. Norie Ape, Digital Product Manager for Te Pūkenga, presented on ‘Collaborative Innovation: Transforming Vocational Education through Technology and Work Based Learning’ while Elizabeth Asbury, Director of Pipi Learning also spoke on ‘Cultural responsive and designed for neurodiversity in the Vocational Education and Training sector’. Both sessions were well attended and Norie and Elizabeth have been approached for further discussions involving contracting their EdTech services.
Norie said it was a huge privilege to spend time together connecting on our shared passion for better outcomes for our learners, employers, and our colleagues.
“We had two incredible days of meeting, learning, and collaborating in person with awesome humans using Tech 4 Good in Melbourne. Time now to recover and setup all those post conference connections to further the new relationships forged and consider how to embed new ways of collaboration in and beyond.’’
Norie Ape, Digital Product Manager for Te Pūkenga (second from left) with Code Avengers Founder, Hamish Day (far right) and Bradley Hansen (left) plus Karl de Borst (second from right) of Amazon Web Services.
At the conclusion of EduTech Melbourne 2023, Alana shared here top three takeaways from the conference.
“Firstly, nothing beats being on the ground in market, to understand the needs of educators and the opportunity that exists.
“Secondly, there is power in the collective ‘we’ when Aotearoa New Zealand turns up en masse, in market. Collaborating and having deep relationships with other NZ Inc agencies adds greater support to the sector and provides one door to our government, truly putting the customer at the centre.
“My last takeaway is how the Australian education ecosystem is embracing all that technology offers without throwing learners or indeed educators to the kerb. We could learn more from our Australian education colleagues and how they are using digital to create competitive advantage that supports their international education success alongside building their domestic market citizens ‘fit for future’ capability”, said Alana.
Next stop for NZ EdTech companies with ENZ is EduTech Asia in Singapore this November. Any NZ EdTech and Education publisher companies or education providers looking to be involved in education technology related Conferences and Expos can contact Alana Pellow on alana.pellow@enz.govt.nz
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