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Letter from the CE: Kia kaha te Reo Māori
Last week, Te Wiki o te Reo Māori, Māori language week, was an important reminder for us all that Te Reo Māori is a core part of who we are as New Zealanders, and what makes Aotearoa unique.

With this in mind, I am delighted to share Education New Zealand’s new Māori name: Manapou ki te Ao.

Manapou means supporting and sustaining life, which allows growth and progression, while ki te Ao means to the world. Nourishing and empowering, a New Zealand education enables students to flourish and creates the world’s next generation of problem solvers.

Manapou ki te Ao encompasses the Māori principles of manaakitanga (the caring and valuing of others), kaitiakitanga (carer and guardianship of the environment and resources), whakawhanaungatanga (process of establishing meaningful relationships through cultural respect, connectedness and engagement) and aroha.

Our new name reflects Education New Zealand’s role in growing and supporting the international education sector – ensuring all students can thrive and share their skills and knowledge with the world.

Many international students find their experience of Māori language and culture a highlight of their time in Aotearoa. One example is Hailey Suina, of the Cochiti Pueblo Indian Reservation in New Mexico, who won a $15,000 Education New Zealand and Go Overseas scholarship to spend a semester studying at Auckland University of Technology (AUT).

The name’s development has been a rewarding journey. It will become part of ENZ’s corporate logo, and you will see it more and more over the next few months. Even more importantly, it will underpin everything we do. And we want you to feel ownership of it too. Please share our new name with your whānau, colleagues and friends.

Ko ngā tini aho o te tukutuku whakaniko i te hinengaro

Me tuitui ki te tūmatakahuki mātauranga o te ao.

The many strands of knowledge that embellish the mind

are woven upon a lattice of global education.

- Nā Rahera Shortland

Other things to keep an eye out for over the next few weeks are the ENZ international events calendar for 2020, the NZeTA: a new requirement for travellers to New Zealand, and ENZ’s first global campaign following our brand refresh: 'Ask New Anything’. You can read more about the campaign in this issue of E-News.

Ngā mihi

Grant McPherson

Kaihautū, Manapou ki te Ao

Chief Executive, Education New Zealand
Ask New Anything
Campaign page: https://www.studyinnewzealand.govt.nz/asknewanything
NZ’s second big global digital campaign of 2019 launched on 7 October with our students at the heart of it.
The campaign will be promoted digitally in our key markets for 8 weeks. Campaign-related content and messaging will remain relevant and live on our channels for the foreseeable future.
The campaign will be the first time the refreshed Think New brand has been widely used in digital channels.
Campaign Strategy
The main objective of the campaign is to challenge perceptions of New Zealand by increasing awareness of the country as a high-quality study destination. The campaign aims to achieve this by inviting our target audiences in 14 international markets to question what they know about New Zealand.
Key markets that will be reached by the campaign are:
- Brazil
- Colombia
- France
- Germany
- India
- Italy
- Japan
- Korea
- Philippines
- Thailand
- UK
- USA
- Vietnam
- Indonesia
The campaign aims to increase New Zealand’s standing as the preferred study destination amongst our target audiences in these key markets.
For more information about ENZ’s target markets and the general digital campaign strategy, and New Zealand education providers can access the 2019 ENZ Digital Marketing Calendar on IntelliLab.
The creative concept and technical execution of this campaign will push ENZ into new territory for its marketing campaigns and award-winning digital strategy.
Utilising 100 short videos, a variety of digital media placements, Tohu the chatbot, a range of social media channels including a peer-to-peer Facebook group and Instagram Live sessions hosted by our Kiwi Ambassadors, the campaign embodies the authenticity and bold NEW thinking of the Think New brand.
A bespoke campaign strategy has been developed for China, making use of the same campaign creative concept and content, but delivered through the channels we know our audiences in China use and interact with the most.
ENZ invites and encourages our New Zealand education sector partners and education agents to participate in the campaign by sharing content and aligning your own messaging with those of the campaign and the Think New brand.
The campaign tool kit below provides more information around how your organisation can leverage the campaign.
Creative concept
Brand research tells us there is generally low awareness of New Zealand internationally, and where there is awareness it’s often based on incorrect perceptions of quality.
The creative concept of the Ask New Anything campaign seeks to address this by answering prospective students’ burning questions authentically and honestly, using unscripted video responses from current international students.
We started by researching the most used Google search terms relevant to studying in New Zealand, as well as the most asked questions on our Study in New Zealand chatbot Tohu. We combined this hard data with anecdotal questions from prospective and current students around what they want to know/what they wish they had known, and key brand messages we hoped to get across to our audiences.
From this we narrowed down to a list of 100 questions and filmed videos with international and New Zealand students, alumni, a teacher, a parent, and a New Zealand employer providing the answers. These videos form the basis of the campaign.
We also know that word of mouth is a key influence on student decision making. The Ask New Anything campaign not only offers pre-recorded Q&As with current students, but also gives prospective students the opportunity to talk directly to current students through a new Facebook group and scheduled Instagram Live events.
All of this results in a much more interactive campaign than anything ENZ has previously done. We’re not broadcasting a message to students; we’re asking them to start a conversation, putting prospective students themselves at the centre of the campaign.
Technical execution
A typical digital media campaign uses creative digital ad placements on social media, relevant websites and search engines to drive traffic through to a campaign landing page on a website.
Ask New Anything goes well beyond this, using new technology and a broad range of social media tools to be a true omni-channel campaign. The resulting immersive and pleasantly unexpected experience will help the Think New brand stand out.
The marketing activity and technology being used in this campaign includes:
- Tohu the chatbot – Tohu was launched on the Study in New Zealand website in 2018, on Facebook Messenger in early 2019, and on the NauMai NZ website in July 2019. Tohu is the centrepiece of the Ask New Anything campaign as it represents the technology through which prospective students can really ask any question they want. From the launch of the Ask New Anything campaign, Tohu will be able to respond to 100 of the most frequently asked questions with one of the short videos created for the campaign
- Facebook group - Should a question be asked that Tohu cannot answer, prospective students will be invited to join a Facebook group where they can ask real students their questions in real time. The Facebook group will be managed and moderated by our Kiwi Ambassadors.
- Instagram Live – Throughout the campaign, a select group of Kiwi Ambassadors will host a series of Instagram Live events. These events will be designed and scheduled to suit the key international regions we are targeting in the campaign.
- Campaign landing page – There will be a campaign landing page on the Study in New Zealand website. Tohu the chatbot will be the main focus of this page.
- Social media – Beyond the Facebook group, Instagram Live sessions and use of Tohu on Facebook Messenger, all of ENZ’s student-facing social media channels will be driving the campaign messages. Campaign content will be shared on Facebook, and YouTube and Instagram will feature strongly for both organic and paid media content.
- Database marketing – The database marketing strategy for the campaign ensures we are reaching all our currently engaged audiences, and nurturing new leads throughout their decision-making journey. Personalised email campaigns will be sent to members of the Study in New Zealand, My StudyNZ and NauMai NZ communities, and to anyone who signs up throughout the campaign period.
The campaign in China
Because our audiences in China use different digital platforms to our other markets, the Ask New Anything campaign will follow a different strategy in China.
Separate research has been undertaken to identify the most-asked questions for prospective international students in China. Based on this, the most relevant videos will be translated into Chinese and integrated into a campaign rollout on our China platforms:
Paid media:
- WeChat
- Zhihu (Zhihu is China’s version of Quora. In classical Chinese, "Zhīhū" means "Know?". Chinese-language internet users nowadays increasingly resort to Zhihu for expert knowledge and insights into various topics.
Owned media:
Tohu the chatbot does not exist on our Chinese platforms, so the China Ask New Anything campaign makes use of the question/answer format in a different way, posing questions to our audience and then supplying key information based on their response.
On the Zhihu platform we will post questions for both Kiwi Ambassadors and users to answer. Key Opinion Leaders (KOLs) will also be recruited to support the campaign and both ask and answer questions about studying in New Zealand.
Messaging and Brand
The campaign concept and the technical execution of the campaign both contribute to the overall brand message of ‘I am New’. It showcases our innovative new thinking and captures New Zealand’s values of societal openness, transparency and manaakitanga.
Through this campaign, we want to show that New Zealand is an inclusive, collaborative and progressive environment where students are challenged and supported to reach their full potential.
Our new Think New brand strategy and creative approach position our international education brand for success and redefine what a quality education looks like and means.
Sector representation and localisation
The 100 question and answer videos have been carefully planned to ensure a good global representation of our markets. Care has been taken to match the talent to questions based region. So where a question is most important to a certain region, the talent has been matched to that region to ensure the most relevant response.
The videos feature 18 different individuals representing a spread of sectors and markets. We have included students from all the key markets we are targeting in the campaign. A teacher, employer, Kiwi student and parent are also included.
In the Facebook group and Instagram Live sessions, prospective students will be able to converse with Kiwi Ambassadors in local language – either directly or with the help of Facebook’s automatic translation technology.
Toolkit
Throughout the campaign duration New Zealand education will have an increased digital presence in the 13 target markets listed above.
New Zealand education providers and education agents are encouraged to leverage this campaign activity for your own marketing strategies.
Here is a toolkit of resources and suggested actions to help you get started:
- Ensure your institution profile on the Study in New Zealand website is up to date. Follow these step-by-step instructions to find out how. Please note you will be required a login to access this link.
- Register for the ENZ Brand Lab. There are over 1,000 images, videos and more available on the Brand Lab for you to download and use in your marketing.
- Read this article about how to leverage ENZ digital campaigns. You will need to be registered and signed in to the Brand Lab to access it.
- Share the Q&A videos from the campaign on your social media channels. ENZ will be creating a spreadsheet with all the YouTube links to make this easy for you navigate and choose the most relevant videos for your audiences. Watch this space or sign up to the Brand Lab to get a notification when this becomes available.
- Download ENZ’s 2019 Digital Marketing Calendar from IntelliLab. The calendar explains our key dates and strategies for each of our target markets. You will need to be registered and signed in to IntelliLab to access this.
- If you are an education agent, join ENZ’s AgentLab. This new platform was launched this year. Gain access to online training courses, news, webinars and ENZ updates.
Around the world in five
Here’s a round-up of news from key international education markets.

GLOBAL

Times Higher Education release world university rankings for 2020

New entrants have shaken up the latest rankings, with universities in cosmopolitan hubs such as Switzerland and Hong Kong coming out on top.

Read more

CHINA

Wendy Pye Publishing awarded Best New Partner of China’s leading foreign language publisher

The educational books publisher received the prize in recognition of their work with China’s Foreign Language Teaching and Research Press for its Sunshine English series for school students in China, a first for a New Zealand publisher.

NEW ZEALAND

Applications open for International Student Wellbeing funding

The Ministry of Education is calling for applications for its latest International Student Wellbeing funding round. The theme for this year’s applications is inclusion and diversity.

Read more

CHILE

Chilean Minister for Science, Technology, Knowledge and Innovation inspired by NZ policy

In early August, New Zealand dignitaries (including the New Zealand Ambassador to Chile, Linda Te Puni) met with Chile’s Andrés Couve to discuss New Zealand’s public policy on science. Minister Couve considers the Curious Minds initiative a role model for other nations.

CANADA

Canadian Government announces CA$150 million international education strategy

The five-year strategy will seek to diversify where international students in Canada come from.

Read more
ISANA NZ: Upcoming workshops
Register now for ISANA NZ's upcoming workshops.
Professional development workshops
ISANA NZ is offering two professional development workshops this spring:
- In Dunedin on 23 October. Click here to register.
- In Auckland on 5 November. Click here to register.
Mental health first aid workshops
In addition, ISANA NZ is offering two workshops in Dunedin and Auckland to help education professionals become more confident assisting students in the area of mental health.
- Dunedin: 23-24 October at the University of Otago. For more information, click here.
- Auckland: 5-6 November at Sorrento in the Park. For more information, click here.
The workshops are limited to 15 places only, so be in quick to register here.
Furthermore, Wintec is hosting free Mental Health First Aid Training for students. These events will be held in Hamilton but students from any area of New Zealand are welcome. For more information and to register, email info@iamher.org.nz or phone 021 100 7363.
New travel rules for NZ coming soon
From 1 October, some international visitors and transit passengers must have an NZeTA (New Zealand Electronic Travel Authority) before travelling to New Zealand.
The NZeTA is a new border security measure. It is not a visa and does not guarantee entry to New Zealand.
From 1 October 2019, travellers must have authority to travel to New Zealand. This means they must hold one of the following:
- An NZeTA (or an NZeTA exemption)
- A visa
- Citizenship of New Zealand or Australia.
What does this mean for international students?
People who are planning to come to New Zealand to complete a short-term course will need to apply for an NZeTA if they are coming from a visa waiver country. Friends and family planning to visit students in New Zealand will also need one, as well as education agents visiting on business.
International students who require a visa to study will not need an NZeTA.
Travel agents, student agents and schools can assist international students with applying for the NZeTA by downloading the NZeTA mobile app or visiting the Immigration New Zealand website.
There is a small fee attached: NZD$9 for mobile app requests and NZD$12 for website requests.
The only official way to request an NZeTA is through Immigration New Zealand. Travellers should be advised not to request an NZeTA through any unauthorised third party.
Visit the Immigration New Zealand website here for more information.
See a factsheet on the NZeTA here.
Ask New Anything: ENZ's next global campaign
Launching in mid-October, ENZ’s global digital campaign 'Ask New Anything' is our most technically sophisticated campaign yet.
The 'Ask New Anything' campaign aims to challenge commonly held perceptions of New Zealand and increase awareness of the country as a high-quality study destination. It does this in a new and innovative way – by inviting audiences in 14 international markets to question what they know about New Zealand.
'Ask New Anything' will be the first time the refreshed 'Think New' brand has been widely used in digital channels. To read more about ‘I AM NEW’, see the E-News story ‘A brand NEW day’.
The campaign brings together ENZ’s digital insights, the refreshed brand and the Study in New Zealand chatbot Tohu, to give prospective students the answers they need to make an informed study decision.
The creative concept
Drawing on Google search data, China-specific insights and data from Tohu, we’ve pulled together a list of the most commonly searched questions about studying in New Zealand.
We put these questions to real international students, a New Zealand student, a teacher, a parent and an employer and recorded their responses in 100 unscripted videos.
As well as being used on YouTube, Facebook and other digital media, the videos will be available on demand in Tohu the chatbot (who can be found on the studyinnewzealand.govt.nz website, the NauMai NZ website and Facebook Messenger).
If asked a question it cannot answer, Tohu will direct prospective students to a new Facebook group or Instagram Live event, where they can ask current international students their questions in real time, delivering on the promise that you can 'Ask New Anything'.
In China, the campaign will use the most relevant questions for the market within WeChat and other local platforms.
ENZ Director Platforms and Campaigns, Euan Howden, says: “Harnessing our award-winning data and marketing platform, we're bringing the refreshed 'Think New' brand to life with a level of technical sophistication that we couldn't have dreamed of a year ago. I'm looking forward to seeing how audiences engage with this campaign, and how this affects their perceptions of New Zealand as their preferred study destination.”
Introducing the new brand
The campaign will be the first global digital showcase of the refreshed 'Think New' brand which positions our international education brand for success and defines quality by the ways we help students make their mark on the world. Additionally, the campaign captures New Zealand’s values of societal openness, transparency and manaakitanga.
ENZ Director Brand and Design, Kaylee Butters, says: “This is the most interactive campaign we’ve run to date. The involvement of our Kiwi Ambassadors and the direct connections enabled by the Facebook group and Instagram Live events really underpins the authenticity of the brand and puts our students right at the heart of the creative concept.”
More information
To find out more about the campaign, and how you can leverage this activity in your own marketing, please click here. This webpage will be updated regularly throughout the campaign as new information and resources become available.
Submissions open: Do you know an exceptional international student in Wellington?

Labour MP Paul Eagle with Natasha Faziera Mohd Fadzil, who studied at Victoria University of Wellington, with her Leadership Award from the 2018 Excellence Awards.

Applications for the Wellington International Student Excellence Awards opened Wednesday, 18 September.

Established by WellingtonNZ, these awards recognise the achievements and contributions of international students from around the region.

We would love to hear about your successes during your studies in Wellington – whether academically, in the arts, sports, or in the community. Make sure you encourage any international students or graduates in Wellington to enter.

Applications must be submitted by 14 October. To find out more, click here.
Global initiatives show the benefits of collaboration
New Zealand Ambassador to Thailand, Taha Macpherson, at the opening of the AUT/RMUTT Thai-New Zealand Centre.
Auckland University of Technology (AUT) is celebrating two new transnational educational initiatives.
Designed to share New Zealand’s unique education offering with the world, these new projects are the result of years of relationship-building.
AUT joined with Thailand’s prestigious Rajamangala University of Technology Thanyaburi (RMUTT) to open the AUT/RMUTT Thai-New Zealand Centre earlier this month.
Based at RMUTT’s Bangkok campus, the centre is dedicated to English language learning – for students, entrepreneurs and the general public. Eventually, this will enable more Thai students to study at English-speaking providers overseas.
Secondly, in early August, AUT became the first New Zealand university to sign a Memorandum of Understanding (MOU) with the Tokyo Metropolitan Board of Education. This makes AUT the official institutional partner for the board’s new learning platform to promote inquiry-based learning to both students and teachers.
ENZ General Manager International, Lisa Futschek, describes these collaborative efforts as “significant milestones”.
“Transnational education initiatives like these ones not only raise the profile of New Zealand education overseas, but are crucial steps in New Zealand’s internationalisation journey,” she says.
Measles outbreak: information for international students
There is currently an outbreak of measles in New Zealand.
We encourage you to stay up-to-date with the latest advice and information on the measles outbreak by visiting the Ministry of Health’s website here.
Measles is a highly infectious airborne virus and one of the world’s most infectious diseases. It is important that international students get vaccinated at least two weeks before travelling to New Zealand. This allows time for the vaccine to build immunity.
For international students who are currently in New Zealand, it is important to know your vaccination status to know if you are immune. If you do not know your vaccination status, you may wish to ask someone at home to check with your healthcare provider.
It is extremely important to be up-to-date with measles immunisations. This protects the student, their community and anyone they may come into contact with – particularly small babies, pregnant women and others who cannot be vaccinated
One dose of MMR vaccine protects about 95 percent of people, and two doses protects about 99 percent of people. Two doses are necessary to prevent outbreaks.
It is important to note that the Ministry of Health is working closely with District Health Boards in New Zealand to manage the distribution of vaccine stock to ensure they are available to those who need them most. This means that first priority for MMR vaccinations is currently:
Auckland
- Ensuring all children receive their MMR vaccinations on time at 12 months and 4 years to maintain the national Childhood Immunisation Schedule
- Targeted community outreach managed by the three Auckland DHBs, namely groups who are most affected by the outbreak including 15-29 year olds and Pacific peoples within those groups.
Rest of New Zealand
- Ensure all children receive their vaccinations on time at 15 months and 4 years to maintain the national Childhood Immunisation Schedule
- Susceptible close contacts within 72 hours of first exposure to measles when possible.
Symptoms
Symptoms of measles include: a fever; cough; runny nose; sore and watery ‘pink’ eyes and a rash. People are contagious five days before and five days after the appearance of the rash, counting the day of rash onset as day one.
Advice if someone thinks they have measles:
- Stay away from work, school or public places
- Call Healthline on 0800 611 116, to inform them that you are experiencing symptoms of measles and that you may have come into contact with a measles case
- Cover your mouth and nose when coughing or sneezing and wash your hands frequently
- Minimise your contact with others to prevent infecting them
- Students should also make sure other people e.g. flatmates, friends, homestay families or hostel staff are aware they are unwell, so they can assist if needed.
Who shouldn’t get the vaccine?
You shouldn’t get immunised against measles if you:
- Are pregnant
- Have had an anaphylaxis reaction to MMR or are immunocompromised.
If a student thinks they have been exposed to measles and is unable to have the vaccine, they need to ask a doctor for advice.
Pregnant women who think they have measles, or have come in contact with someone with measles, must call their general practice or lead maternity carer as soon as possible. Pregnant women who were immunised against measles prior to becoming pregnant, are almost certainly protected.
More information
All international students must have medical insurance while they are in New Zealand. To find out more about healthcare in New Zealand for international students, go to NauMai NZ.
A brand NEW day
A brand NEW day is here – the launch of New Zealand Education’s new brand platform, ‘I AM NEW’.
‘I AM NEW’ is a philosophy shared between those who promote a New Zealand education, and those who choose to study here. We invite potential students to 'Think New' and experience this unique approach to education, so they can say ‘I AM NEW’, too.
You’ll find everything you need to help share the New Zealand education brand story ‘I AM NEW’ and build your own story on the NEW Brand Lab. Access and download a wide range of NEW marketing resources from images to videos, templates and more.
We look forward to seeing you on the Brand Lab.