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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.
Brazilian students look to New Zealand tertiary studies
Organised by Brazil agent FPP Edu-Media, ENZ attended the high school tour to introduce Brazilian students to the tertiary possibilities in New Zealand, particularly undergraduate qualifications.
The last BELTA SEAL Survey from March 2018 shows that 30% of the Brazilians who studied overseas in 2017 were in the 18 to 21 age group, and that their main motivation for international education is to stand out professionally.
Daniela Ronchetti, Director of Operations at FPP Edu-Media, says while short-term programmes have typically been the most popular overseas study for Brazilian students, there's a growing interest in undertaking full degrees overseas.
“Many of these students, fluent in English and with experience of overseas study via summer courses at a young age, are comfortable enrolling in international universities.
“With interest in the US and UK declining, Brazilian students are looking closer at New Zealand, Australia and Canada when considering a full degree abroad.”
Ana Azevedo, ENZ’s Senior Market Development Manager for Brazil, visited eight international secondary schools, from small boutique schools with 15 students per class to large education groups with thousands of students, which are all investing in pathways to international tertiary education.
ENZ’s Ana Azevedo with Marilda Bardal, International Relations Coordinator at International School Alphaville.

“These schools typically offer bilingual education, IB (International Baccalaureate) or the American diploma and academic counselling, so that by the time students complete high school, they are prepared for an international experience,” said Ana.
Also in attendance were government education organisations and universities from the US, Canada, Australia, France, Germany, the Netherlands and the UK – but Ana said New Zealand had an edge.
“It was a great experience to stand among our competitors at the opening of each event and present New Zealand as the country that best prepares students for the future – not an easy ranking to beat!”
“There is still work to be done on raising awareness of all that New Zealand has to offer to Brazilian students, particularly in tertiary education. It is a significant investment for a family so we need to be clear about the return of this investment.
“Showing students the variety of programmes they can find in New Zealand, the cultural diversity and welcoming environment – very few countries offer this combination. It is a full package!”
Brazil’s untapped potential
Brazil is New Zealand’s largest source of international students in Latin America. Last year, almost 3,600 Brazilians studied in New Zealand and Ana Azevedo, ENZ’s Senior Market Development Manager for Brazil, says there is more room for growth.

“For institutions seeking quality students and diversity, Brazil may be the answer. According to the Brazilian Educational and Language Travel Association, more than 300,000 Brazilians studied abroad in 2017, so there is huge untapped potential in this market to be explored,” said Ana.

As country of honour, Brazil featured in two NZIEC breakout sessions.

In From Zero to Hero: How to lead a successful education strategy in Latin America Professor Kerry Taylor from Massey University shared his experience in developing links with Brazilian universities, jumping from zero to 10 agreements in only three years. Taylor emphasised that “nothing substantial will come from one single visit” and highlighted the importance of a proposition that meets your partner institution’s needs, saying “the best relations are mutually beneficial.”

The second session, Spotlight on Brazil: Finding your place in the sun, featured a panel of representatives from New Zealand secondary and tertiary institutions about their own success in the Brazilian market. Key recommendations included maintaining a consistent presence with the market, building and maintaining a personal relationship with local education agents and institutions and investing in digital marketing so Brazilian students can find you – Brazilians spend an average of three hours a day on social media platforms, mainly YouTube, Facebook and WhatsApp.

Delegates also  enjoyed delicious Brazilian appetizers, drinks and live Brazilian music at an energetic conference dinner. The Brazilian Ambassador to New Zealand, HE Mr Paulo Cesar de Camargo, also attended and spoke about bilateral relations between our countries in the education space.

"Education is a very important aspect of the relationship between Brazil and New Zealand. As some 3,600 Brazilians choose New Zealand to study, we have also seen a growing interest in Kiwi students travelling to Brazil. This exchange builds foundations and pushes Brazil-New Zealand partnerships closer, and in future will create ties in various other fields.”

If you want to know more about the Brazilian market, check out the BELTA SEAL Market Survey 2018 here.
Michael Zhang
160419 Communications Advisor
Indigenous to indigenous education: Shaping global futures together at WIPCE

The conference, hosted by Auckland University of Technology, brought together participants from around the world for rich discussions on how Indigenous knowledge systems and leadership continue to shape global futures. Keynote addresses, panel discussions, and interactive sessions showcased the transformative potential of indigenous-led education.

A major focus of the gathering was to create pathways for mobility and partnership that uplift Indigenous students worldwide.

Attendees explored strategies for student exchanges, co-designed programmes, Indigenous-led research and teaching partnerships, and long-term relationship building across institutions.

These conversations laid the foundation for future initiatives that will enable Māori and Indigenous learners to connect across borders, deepen cultural understanding, and access education that reflects their identities and aspirations.

Beyond the formal programme, WIPCE created space for whakawhanaungatanga through shared kai (food), cultural exchange, and informal connection—reinforcing the relational foundations of Indigenous leadership: trust, reciprocity, and shared purpose.

ENZ Māori Advisor Āriana Ngarimu-Goldsmith represented ENZ in discussions and sessions at WIPCE and said the experience highlighted the strength of collective action.

“There is great power in coming together and uplifting one another, as we work towards a future where indigenous education is centred, valued, and celebrated.”

Pre-WIPCE hui in Tāmaki Makaurau

In partnership with APAIE (Asia-Pacific Association for International Education), ENZ Manapou ki te Ao hosted a pre-WIPCE gathering on 14 November in Tāmaki Makaurau Auckland. The hui brought together indigenous connectors from across Aotearoa, Australia, Canada and USA to share, wānanga, and prepare collectively for WIPCE 2025.

Ngāti Whātua Ōrākei opened the hui with mana and aroha, setting the tone for a day of genuine connection, respect, and belonging.

Attendees shared collective aspirations and challenges within the education systems, reinforcing a collective commitment to tackle structural inequities, elevate culture and identity as foundations for learner success, and strengthen indigenous-to-indigenous connections globally.

Ed Tuari (Manukura – Chief Advisor Māori) facilitated discussions exploring what is front-of-mind for participants as they moved toward WIPCE 2025.

The wānanga format intentionally moved away from “stand and deliver” presentations, instead fostering an open space for reflection, dialogue, and shared learning.

The wānanga format intentionally moved away from “stand and deliver” presentations, instead fostering an open space for reflection, dialogue, and shared learning.

ENZ Manukura Chief Advisor Māori, Ed Tuari, said the events affirmed the power of indigenous knowledge to not only educate, but to transform.

“These engagements remind us that shaping global futures requires indigenous leadership, cultural integrity, and enduring relationships,” he added.

Ko ngā tini aho o te tukutuku whakaniko i te hinengaro
Me tuitui ki te tūmatakahuki o te hononga taketake o te ao

By Rāhera Shortland,

The many strands of knowledge that embellish the mind
Are woven upon a lattice of Indigenous connectivity across the world.
ITENZ International Education Forum 18 May
As part of Education New Zealand’s Manapou ki te Ao (ENZ) objective to give attendees a better understanding of ENZ’s direction of travel for the coming year, Geoff Bilbrough, General Manager Marketing and Communications presented at the forum. He gave a high-level view of ENZ’s marketing plans for the coming year including marketing and branding insights from recent research. ENZ’s Global Citizens Manager, Tyler Te Kiri, delivered a presentation on the Prime Minister’s Scholarship to Asia and Latin America scheme, what opportunities are available to the PTE sector and how PTE students can take part. The forum also included a speed meeting session with Auckland based ENZRA agents.
ENZ’s General Manager of Sector Engagement, Wendy Kerr said that it was important that we support the sector in a way that grows inbound students’ mobility for Aotearoa New Zealand in the next 12 months.
“Initiatives like the ITENZ International Forum encourage a collective approach to promote New Zealand education internationally. Since borders reopened in August 2022, all sub sectors have experienced a return of student visa holders. We look forward to working closely with the sub sectors to continue this upward trajectory,” added Wendy.
GOE