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  • Education New Zealand’s Brand Protect our most successful brand campaigns to date

    Both campaigns exceeded previous ENZ results and were well above industry standards. These results, alongside the brand tracking research, have affirmed that global appetite for a New Zealand education remains high.

    “We have learnt that our message resonates globally with people who are now seeing New Zealand in a whole new light,” ENZ Director Brand, Clayton Foster, says.

    The second brand protect campaign – also known as Brand Protect 2.0 – ran from November to December 2020. It targeted the UK, Vietnam and Indonesia, and utilised the same video as the first campaign.

    Brand Protect 2.0 reached 47 million people and achieved a high view through rate of 33.79 percent – or one in three viewers watched the video to a meaningful extent. The overall engagement rate was also high at 29.42 percent.

    The first global brand campaign ran from July to August 2020. For a modest investment of $190,000 in Germany, Indonesia and Brazil, this campaign reached more than 30 million people across the three key markets and achieved an engagement rate of 22.35 percent. One in four people who came across this campaign watched the video to a meaningful extent.

    The Brand Protect campaigns are a key part of the Recovery Plan’s third workstream, ‘Transforming to a more sustainable future state’. They leverage the positive global sentiment towards New Zealand to keep the dream of a New Zealand education alive in-market.

  • Teaching the teachers

    The School Influencers Workshop series focuses on new ideas in Early Childhood Education, English Language teaching and educational management and leadership. Originally planned to be delivered in-person, this is the first time the course will be held online.

    Members of the UC College of Education, Health and Human Development will deliver the online courses to more than 100 education practitioners and administrators alongside in-market organisations Teach for Indonesia and Teach for the Philippines.

    UC Associate Dean (International), Dr Stuart Wise, said “The College of Education, Health and Development at the University of Canterbury is delighted to support this initiative sponsored by Education New Zealand. We are very keen to support our colleagues at Teach for Indonesia and Teach for Philippines are looking forward to the opportunity to engage with course participants and share some of our expertise with them.”

    The professional development of teachers has been a key part of ENZ’s South East Asia engagement strategy since 2016.

    “The School Influencers Workshop series gives teachers and administrators a taste of New Zealand’s top-quality education by offering an insight into our hands-on teaching methodologies and contact with top academics,” ENZ Market Manager Indonesia, Malaysia and Philippines, Desiree Lee, said.

    “Teachers, counsellors and school leaders remain a key group of influencers in a student’s study journey. They are an important group which ENZ will continue to engage as the international education sector recovers from COVID-19.”

    Read the UC story on the Schools Influencers Workshop series

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  • Caption Fifteen regions were represented at the workshop all gaining new insights like destination marketing best practice.

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