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On the ‘road’ again
ENZ’s team in South Korea, in partnership with the Seoul Board of Education, held their first-ever online school roadshow this October. It aimed to give Korean students a better idea of New Zealand and inspire them to study here in the future.
Virtual webinars were delivered to over 500 students at 13 Korean high schools. Before each webinar, students were asked to send in their questions about New Zealand education, so their presentation could be tailored to reflect their interests.
New Zealand Ambassador to Korea, Philip Turner, supported the roadshow with a pre-recorded video.
“This strategic engagement with the Seoul Board of Education is an example of how we’re working with key in-market stakeholders to keep the dream of New Zealand education alive in the hearts and minds of our future international students,” ENZ Regional Manager – East Asia, Ben Burrowes says.
Maintaining the New Zealand brand in our offshore markets is a key part of the third workstream of the Recovery Plan for international education, ‘Transforming to a more sustainable future state’.
Elsewhere in Korea, ENZ working on connecting NZ schools with Korean schools for virtual language exchanges. In September, Team Korea launched a digital platform for a local Korean audience that shares positive stories about New Zealand’s COVID-19 response, institution updates, and inspiring stories of Korean international students.
“Before COVID, Korea was the fourth-largest student source country for New Zealand’s international education sector,” Ben says. “In 2018, nearly 2,500 Korean students studied at New Zealand schools, a five percent increase on 2017, and our market research indicates that the interest in a New Zealand education certainly still remains. It’s therefore vital that we maintain our brand presence and help to build a pipeline of Korean students for our institutions.”
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Around the world in five
NEW ZEALAND
Radio New Zealand: Deal promises pathway for eventual return of foreign students
The arrangement organised by Education New Zealand and the country's eight universities would see the universities recognise pre-university courses offered by the company NCUK, which was owned by British universities and had study centres in more than 30 countries.
Read more
UNITED KINGDOMThe PIE News: International students in UK will be able to access vaccine
International students in the UK will be able to access the Pfizer/BioNTech vaccine as it is rolled out across the country, The PIE News has learnt.
UNITED STATES
Study International: Here’s what Biden’s cabinet picks studied in uni
President-elect Joe Biden has announced key nominations for the US Democratic cabinet. It is his first order of business as the incoming US president, and the world is watching closely. “It’s a team that reflects the fact that America is back. Ready to lead the world, not retreat from it,” Biden said.
GLOBAL
University World News: Universities ‘essential’ to climate action, says UN chief
The United Nations secretary general, António Guterres, has called on the world to take urgent action to combat climate change and has praised the work of universities as “essential to our success”.
GLOBAL
ICEF Monitor: Students relying more on education agents for assistance with study abroad decisions
QS data shows that education agents represent an increasingly important marketing channel in the pandemic as international travel is not possible and face-to-face student fairs aren’t happening
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We’re on the way back
ENZ’s Director of Insights, Marie Clark says interest in New Zealand as an education destination remains high, and the numbers contained in the April 2023 Insights Story back her up.
- Traffic to the Study with New Zealand website leapt from 75,000 users in November 2022 to 295,000 users in February 2023.
- At the beginning of March there were nearly 34,000 international student visa holders, up 98% since our borders opened.
- Overall application approvals return to around two thirds of pre-pandemic levels
In December 2022, ENZ moved into Phase 2 of the I AM NEW campaign. This involved moving to an ‘always-on’ approach that focuses on the individual stories of the students involved in the campaign which targets potential international students and their parents across 10 markets. With a mix of paid digital advertising across Google, Facebook, Instagram, YouTube, TikTok, DV360, WeChat and Bilibili, the campaign reached an audience of 57 million outside China and a further 19 million within China. Clicks on the campaign’s digital advertisements totalled 1.2 million and 109,000 respectively.
New Zealand’s largest source of international students also comes into the spotlight with an updated China Insights dashboard which presents key data and commentary to help readers understand the current state of the market. Other insights contained in the report highlight:
- international education competitor destination growth in 2022,
- agents’ perspectives of New Zealand, and
- analysis of the potential for older professionals whose focus on learning to help their career success is balanced by their preference to continue this study from within their home country.
Included in the report is analysis of domestic perceptions of how beneficial international education and students are to New Zealand, and newly released analysis of the broader impact of the sector on the New Zealand economy and communities.
The full Insight Story for April 2023 will be available on Intellilab shortly. You can sign up to Intellilab here.
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Around the world in five
Asia
India’s path to internationalised higher education
India's higher education system is expanding internationalisation efforts to retain students and enhance global competitiveness. The National Education Policy (NEP) 2020 focuses on cross-cultural understanding and fostering global perspectives. The government encourages collaborations with foreign universities and has established foreign campuses in India to offer world-class education opportunities at home.
North America
US sector applauds gov’t export strategy
The US government's National Export Strategy includes international education for the first time, recognising its importance for the country's global competitiveness. While stakeholders celebrate this move, they urge the government to take further action to protect and strengthen the US's position as the leading destination for international students.
South America
In 2022, Brazilian agencies experienced significant growth in business volumes, with language plus work programmes being highly requested by students. The total number of students placed by surveyed agencies was 7,802, and overall business growth reached 57%. The preferred destinations remained the UK, United States, Canada, South Africa, and Australia, with more students planning to study abroad for higher education.
Europe
Record number of international students for Spain's universities
Spain's international student population surged by 13.6% in the 2021/22 academic year, reaching a record 170,222 students, led by significant growth from Latin American countries like Colombia and Ecuador. The top ten markets all exceeded pre-pandemic levels, with efforts underway to improve work opportunities for non-EU international students.
Africa
Nigerian students rush to secure UK places before dependants ban
International students are applying to UK universities for September 2023 to avoid a forthcoming ban on bringing family members from 2024. Nigerian applications have surged, while some Indian students explore alternative study destinations like such as Canada and Australia.
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Learn New Every Day – new global brand campaign launched to attract international students to New Zealand
The new campaign called Learn New Every Day, delivers a student’s point of view of the first-time experiences international students could encounter in a single day when they study with New Zealand.
ENZ’s General Manager of Marketing and Communication, Geoff Bilbrough, said that 'Learn New Every Day’ is designed to cut through in a very competitive market.
“We wanted to capture the essence of what it is really like to study with New Zealand, taking the perspective of a learner as they encounter new experiences, and convey the excitement and emotion as they go through their day.
“What makes the campaign more memorable is its high energy, positive, contemporary feel. And the first-person point of view approach is unique to the category,” Geoff said.
Geoff went on to say, “The scenes and scenarios in the campaign reflect our core values of a high-quality education and employability/future opportunities. These messages are woven through the campaign through imagery and action involving learners in a range of environments across all parts of New Zealand’s education sector, alongside the well-known adventure and social experiences. The featured imagery reflects what we know international students are looking for in a New Zealand education.”
Learn New Every Day was pre-tested and performed well in in-depth one-on-one interviews with students and parents from China, South Korea, India, and Viet Nam. Feedback was also sought from across New Zealand’s international education sector, who also responded positively to the concepts, their relevance to the young learner, and the clarity of the idea.
ENZ’s Global Brand Manager, Nick Sinclair, said that the campaign involved a mix of current international and domestic students from primary, secondary, and tertiary institutions.
“We had a wonderful time interacting with the international students while capturing these ‘first-experience’ scenes. They were really excited about the opportunity to take part in the decision-making process for other students and their parents as they choose their overseas study destination.
“The campaign communicates what we strongly believe is New Zealand’s competitive edge in the international education market. A New Zealand education experience is as much about the adventure, social experiences, and our unique culture and landscapes, as it is about the high-quality study opportunities that we offer”.
The campaign will run for at least 18 months. It is running initially in China, India, South Korea, Thailand, Viet Nam, and Japan targeting students aged 16 to 24 and their parents across all sectors including high school, university, Te Pūkenga, English language schools and private training establishments. Campaign assets include videos of various lengths, digital banners, and assets for the creation of off-line collateral such as banners, and other materials, in English and the local languages of our target countries.
As well as featuring across paid digital media in these countries, the campaign features on all 10 Study with New Zealand websites, in all communications with prospects that sign up to Study with New Zealand, and across all other ENZ channels.
All images and other campaign collateral can be found on ENZ’s Brand Lab here - Home | Education NZ Brand Lab | The ENZ Brand Lab
For media enquiries contact:
Stephanie Morison,
Senior Communications Advisor
Education New Zealand Manapou ki te Ao
+64 223020104, Stephanie.morison@enz.govt.nz
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Aviation New Zealand heads to Vietnam
Since 2015, New Zealand has been a popular choice for trainee pilots from Vietnam thanks to an Aviation Cooperation Agreement in place between the New Zealand Ministry of Transport and the Vietnamese Ministry of Transportation. Pre-Covid, Vietnam was the third largest source of international pilot cadets to New Zealand and between 2015 and 2022, 126 Vietnamese cadets gained their Commercial Pilots Licences in New Zealand.
New Zealand is now home to four pilot training schools that are audited and approved by the CAAV and Vietnamese airlines. Since the New Zealand border reopened over a year ago, the training schools are once again warmly welcoming back international students from across the globe.
Simon Wallace, Aviation New Zealand Chief Executive, said that the visit by this delegation of New Zealand’s pilot training schools to Vietnam was incredibly important in putting New Zealand back on the radar of Vietnamese students looking to start their professional career as pilots.
Aviation New Zealand Chief Executive, Simon Wallace
“The delegation is showing Vietnam’s pilots of the future, along with Vietnam’s airline industry, why New Zealand continues to be a top training ground for the world’s pilots. With airlines such as Vietnam Airlines, VietJet, Bamboo Airlines and Pacific Airlines all wanting Vietnamese pilots to fly for them, we want to demonstrate why they should train in our schools to help meet this high demand.
“We will also be leveraging this visit to organise an event with representatives from the Civil Aviation Authority of Vietnam (CAAV) following the update of the Aviation Cooperation Agreement that was signed by the former New Zealand Prime Minister, the Rt Hon Jacinda Ardern, during her official visit to Vietnam last November,” said Mr Wallace.
ENZ’s Regional Director, Asia (excluding China), Ben Burrowes added that ENZ was delighted to be supporting Aviation NZ on this visit and the series of events planned from 20 to 24 November would provide a real opportunity to engage, in a coordinated way, with the Government, the aviation regulator and the airlines in Hanoi and Ho Chi Minh City. It also reflects an integrated approach by the New Zealand Government, peak industry body and pilot trainers.
“Engaging with the alumni from New Zealand reflects the critically important role they play in influencing new students to come to New Zealand for training. These alumni now fly for Vietnam’s biggest airlines.
“Not only does New Zealand offer world-class pilot training that meets all the necessary Vietnamese regulatory approvals, but students can enjoy an excellent lifestyle and student experience in any of the four locations around New Zealand in which our training schools are based. I am positive that the alumni will be able to attest to that,” added Mr Burrowes.
-ENDS-
For media enquiries contact:
Van Banh, Market Manager - Asia
Education New Zealand Manapou ki te Ao
Or
Jeremy Ford, CEO (travelling in the delegation)
International Aviation Academy; and
Chairman
Aviation New Zealand’s Training and Development Division.
Or
Simon Wallace, CEO
Aviation New Zealand
Simon.wallace@aviationnz.co.nz
Notes to Editors:
About Aviation New Zealand
Aviation New Zealand represents the interests of the commercial aviation community.
The four pilot training schools approved by the Civil Aviation Authority of Vietnam (CAAV) and Vietnam Airlines to train pilots that can then fly in Vietnam include:
About Education New Zealand Manapou ki te Ao (ENZ) https://www.enz.govt.nz/
Education New Zealand Manapou ki te Ao (ENZ) is the government agency dedicated to international education. ENZ promotes New Zealand as a study destination globally and supports New Zealanders to broaden their horizons through international education experiences beyond our shores.
With approximately 100 staff in 18 locations around the world, ENZ works closely with New Zealand’s diverse education sector including schools, English language providers, Private Training Establishments, Te Pūkenga (Institutes of Technology and Polytechnics), universities; and internationally with NZ Inc agencies, Government agencies and education providers to encourage sustainable growth and identify opportunities.
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ENZ roadshow heading to South America in 2025!
The South American region has significant potential to grow international student numbers to New Zealand. ENZ is excited to help facilitate this growth with a series of agent-facing events in Bogota, Colombia, São Paulo, Brazil, and Santiago, Chile.
Representatives from all New Zealand's education subsectors are invited to participate, with New Zealand Private Training Establishments (PTEs) and English Language Schools (ELS) particularly encouraged, seeing as both subsectors have been identified as having significant opportunities for growth in this region in ENZ's 2024/25 Business Plan.
The events offer New Zealand providers the opportunity to deliver presentations to local education agents, meet with them one-on-one, and network at a closing function.
ENZ's Director of Engagement for Latin America, Javiera Visedo, said that these seminars will offer a great opportunity for New Zealand institutions to reconnect with high performing South American education agents.
“In 2023, we had 3,124 students from Latin America studying in New Zealand which is a 68% increase from 2022 but a long way off pre-Covid levels,” said Javiera.
She added “in organising this series of events for early next year, we want to to keep facilitating the ongoing connection of New Zealand’s providers with key agents in the region, putting New Zealand front of mind as they assist students in their international study decision making processes".
Any education providers who are interested in receiving more information about the events and register to attend, can do so here - https://enzevents.eventsair.com/EduNZ/2025-south-america-roadshow/info.
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Gold Standard for Education New Zealand
The Public Affairs Asia Gold Standard Awards celebrates and showcases the achievements of companies, governments, and diplomatic missions in the Asia Pacific region.
In Hong Kong to receive the award, Ziena Jalil, ENZ Regional Director for South and South East Asia said: “It’s fantastic to receive this recognition from industry peers against some very tough competition and for a campaign that has only really been running for a year.”
The awards attracted more than 200 entries and were presented at a gala ceremony attended by a host of senior professionals from corporate affairs, communications agencies, NGOs, the media and the diplomatic service.
“Our campaign aimed to build New Zealand’s reputation in India as a high quality education destination. It’s really exciting and satisfying to see the strategy translate into student numbers. India is now the fastest growing source of international students to New Zealand.”
The Think New: Think New Zealand campaign weaves together multiple strands of activity focused on three strategic themes: deepening government relations; targeted business development initiatives; and an intensive integrated PR and marketing campaign.
“Our strategy focused on consistent messaging and leveraging advocates across key states in India. The Think New brand launched in November 2013, introducing messaging and visuals focused on the concept of ‘new’ to better promote New Zealand.
“We also worked closely with other agencies including the New Zealand High Commission and Immigration New Zealand to support the messaging in-market. The changes to students’ work rights policy implemented in January 2014 were followed by joint ENZ/INZ communications in India creating greater awareness of the change,” said Ziena.
Recognising India and New Zealand’s shared love of cricket, popular Indian Premier League coach of the Chennai Super Kings and former New Zealand Black Caps cricket captain Stephen Fleming joined the campaign as a brand ambassador.
Stephen was integral in raising awareness through digital competitions, media events, scholarship announcements, school roadshows, education fairs and networking functions. He attracted thousands of potential students and stakeholders, taking the time to talk to people about the benefits of education in New Zealand
We worked to turn challenges into opportunities - during New Delhi’s summer heat and Mumbai’s monsoon, we took to the shopping malls with the Think New campaign, capturing the crowds as they escaped the weather.
Business development opportunities continue to be explored both in India and New Zealand with ENZ presenting regularly at industry conferences around India, sharing New Zealand’s strengths with key business people. Several new scholarships have been established for study in New Zealand, linked to post-study work options that will establish valuable connections between both countries.
Brand awareness has increased by 33 percent in India and New Zealand education featured in over 700 print and online media from October 2013 to July 2014.
Indian student numbers in 2013 increased for the first time in three years and student visas issued to Indian nationals increased 83 percent between January and July 2014.
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From the CE: A transitional phase
First of all, a big thank you to everyone. Your insight and problem-solving on so many urgent matters, including student wellbeing and repatriation, has been invaluable.
I’d like to reflect quickly on how we’ve worked together so far. Our activities together represent just a beginning on the long road ahead. Within ENZ, we have:
- Created and administered the International Student Hardship Fund, which has allocated $1m to 105 providers and community organisations, assisting approximately 11,000 students.
- Created the Future Focused Programme and invested $1.2 million of reallocated government funds into the future of the industry to encourage innovation.
- Stood up cross-organisation teams within ENZ to focus on student wellbeing and support the repatriation of school-aged students.
- Communicated and engaged intensively with peak bodies, education providers, agents and in-market partners.
- Invested in NauMai NZ and increased our communications to students within New Zealand
- Continued to maintain visibility of New Zealand as a high quality study destination, and
- We’re continuing to work closely with other agencies, who have optimised policy settings to cushion the sector from the impacts of COVID-19 as far as possible.
Of course, a crucial step of the international education sector will be bringing in students.
International students remain a priority group in the government’s planning for any managed border entry agreements. We’re looking forward to welcoming international students into New Zealand again, but we need to make sure we do so in a way that is safe for everyone.
There are many details to be worked through, including practical quarantine and self-isolation arrangements, monitoring processes, and how the costs can be shared by those arriving.
As a result of this complexity, Minister of Education Chris Hipkins has advised our sector leaders that international students will not be returning to New Zealand in July and August this year. He hopes that we will be able to safely welcome small groups of students by the end of the year and begin building up towards 2021.
We need to have and retain public confidence in the managed border re-entry process, before we welcome cohorts of students to New Zealand.
Finally, our work towards a sector recovery strategy continues and I look forward to sharing more with you this July.
He waka eke noa (we’re all in this together).
Ngā mihi,
Grant McPherson
Chief Executive
Education New Zealand Manapou ki te Ao
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Supporting international education mobility in China with Tourism NZ and Air New Zealand collaboration
ENZ and Tourism NZ Launch the "New Zealand Study Tour Promotion Alliance" Initiative in South China
Tourism New Zealand and ENZ have been working closely together since 2020 to promote study tour programs for Chinese students and their families. This collaboration has had a positive impact, with a growing interest in short-term studies and family tours to New Zealand during the Chinese summer holiday period (this July and August). To further strengthen relationships with Chinese business partners, Tourism New Zealand recently launched the "New Zealand Study Tour Promotion Alliance" initiative, with support from ENZ.
From left to right: Sandy He – South China Manager, TNZ; Rachel Crump – NZ Consul General in Guangzhou; Grace Yao – Regional Trade Manager Greater China; Felix Ye, ENZ Guangzhou
The purpose of the "New Zealand Study Tour Promotion Alliance" is to tap into the potential for growth in this segment post COVID-19. The initiative offers students a short-term study tour experience, providing them with a glimpse into the New Zealand educational system and lifestyle. The alliance consists of ten selected members, including key partners such as K-12 schools and educational organisations directly or indirectly associated with K-12 schools in South China. These members include two provincial-level international education associations representing the public and international school sectors, an international school networking platform, and seven Chinese international/private schools. All ten members of the alliance have either sent students to Aotearoa New Zealand or have committed to promoting New Zealand as a study tour destination in the next three years. They will receive direct or indirect support from both Tourism New Zealand and Education New Zealand.
The official launch of the initiative took place on 21st June, with over 80 participants from the education and tourism industries invited. Rachel Crump, the New Zealand Consul-General in Guangzhou, officiated the ceremony and expressed her excitement about this cross-industry cooperation between Tourism New Zealand and Education New Zealand.
Rachel said “I have often participated in Tourism New Zealand and Education New Zealand events, but this is the first time I’ve participated in a joint event. This type of cross-industry cooperation is new and significant for both agencies.”
Michael Zhang, ENZ's Regional Director - Greater China, also said "As we reconnect following the three years of the pandemic, we invite Chinese students and their families, to come back to New Zealand and become an important bridge between our two countries again.”
Felix Ye, Rachel Crump, and Grace Yao took a group photo with the members of the Alliance
The initiative focuses on promoting a two to four-week New Zealand short-term study experience, which combines classroom study with a sightseeing holiday component. During the Chinese summer holiday, students attend one or two weeks of classroom study in a New Zealand school while their parents enjoy a holiday in the country. After the study part of the tour, families have the option to spend additional weeks in New Zealand. The initiative is expected to attract over 1,000 students plus their families to New Zealand during this July and August Chinese summer holiday period.
After the launch ceremony, the guests mixed and mingled, chatting and networking with each other
ENZ and Air New Zealand to develop strategic partnership for growth of international student sector in China
Education New Zealand Manapou ki te Ao and Air New Zealand have pledged to work together to develop a strategic partnership for the international student sector in China.
ENZ’s Felix Ye moderated the panel discussion with the Alliance members
The initiative was launched with the signing of a Statement of Intent at a special ceremony in Shanghai which was witnessed by Minister of Tourism, Hon Peeni Henare in Shanghai on 30 June during the Prime Minister’s Trade Delegation to China.
Both parties will seek to take advantage of existing cooperation and provide a framework for further potential areas to be developed.
These could include joint promotional and marketing efforts in China, as well as supporting student mobility from New Zealand-China partnerships, joint programmes, and institution to institution co-operation.
ENZ’s Chief Executive Grant McPherson and Air New Zealand’s General Manager – Asia Jonathan Zhang, sign a Statement of Intent at a special ceremony in Shanghai on 30 June during the Prime Minister’s Trade Delegation to China.
