17 April 2014 at 9:00 am
Campaigns go live
Captivating images of New Zealand education will be splashed across students’ screens in China, India and Japan over the next few months.
New marketing campaigns are launching in these key markets in April and May – the first major campaigns to use the ‘Think New’ brand.
Kathryn McCarrison, General Manager Marketing and Channel Development, says the campaigns aim to raise awareness about New Zealand and provide information to people interested in studying here to support their decision-making, and to capture contact details.
“Our research shows that New Zealand is close to halfway behind the awareness levels of key competitor countries: we’re just not top of mind when students overseas are considering their options.”
“So these campaigns have a dual focus: to continue to raise awareness of New Zealand as a place to study generally, and to build up a database of students actively considering New Zealand for introduction to institutions and/or agents.”
“The countries targeted are those identified by industry and in our market research as areas of significant potential growth in the near future.”
The China campaign launched on Friday 11 April, with India to follow after Easter and Japan in May.
“As well as being the first major campaigns to use ‘Think New’, they’re also the first trial of a partnership approach with key education agencies. These agencies will amplify the campaign messages through their own networks,” adds Kathryn McCarrison.
“While the campaign messaging will be sector-focused – universities in China, tertiary education in India, and English language schools in Japan – agencies will advise prospective students on New Zealand education as a whole.”
“Using such a targeted approach allows us to refine our campaign messaging tightly – to be sure we’re reaching people already considering studying in New Zealand with information relevant to their home country in order to generate high quality enquiries.”
“It’s a formula we’re trialling with a view to repeating it in other countries.”
For more information about the first campaign off the block, read this story about the ‘Think New’ China campaign.
You can see where it fits into New Zealand’s overall education marketing activities in China here.
