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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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- Prime Ministers Scholarships for Latin America Awardees PMSLA 2019 20 Round 1 Dec 2023
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Māori cultural experience builds lasting bonds for international students
Alongside courses in Māori culture, customs and language, some educational providers in New Zealand have offered an immersive noho marae (marae stay) experience. For students a long way from home, the warmth of the welcome and the sharing of knowledge, traditions, and food, gives them a lasting sense of belonging to Aotearoa.
One of the first educators to recognise the importance of sharing Māori culture with international students is Taituwha King, Senior Lecturer in Māori and Indigenous Development at Auckland University of Technology (AUT). For almost 20 years he has been running noho marae at the beginning of each semester to give international students a comprehensive cultural introduction to their study experience.
Such was the success of noho marae that King developed a course around it, called International Noho Marae – Indigenous Encounters of a Māori Kind, in 2010. It covers basic Te Reo Māori, Māori history, waiata (songs), and cultural customs, and is capped off with a weekend marae stay. It quickly became the second most popular class for international students at AUT, after another of King’s classes – Te Ara Pou Leadership. More than 1500 students have enrolled in the courses since 2002.
“The courses put indigenous goggles on students and open them up to areas of discussion with their own indigenous people,” King says.
Immersing in Māori culture is life changing
This is certainly true for Native American student Hailey Suina, from the Pueblo of Cochiti and Navajo Nation. She travelled to New Zealand on the Education New Zealand Go Overseas scholarship, already curious to explore the cultural connections between the Māori people and the indigenous people of North America.
She describes the time she spent immersed in Māori culture as “life-changing,” and returned home determined to use her experiences to become a leader in her community.
Hailey says she was amazed by the similarities between the Cochiti Pueblo and Māori peoples, which include a collectivist rather than an individualistic culture, a sense of guardianship for nature, and strong ties with ancestors.
“From the moment I arrived, I felt a deep connection with the Māori culture. It was like stepping from one home to another.”
So strong was the concept of whānau and whakawhanaungatanga (kinship connections) for a number of King’s students, that they developed Whānau Councils as a way of staying connected and building on the bonds of their shared New Zealand experience once they returned home. With the first one established in 2010, there are now three - two in the US and one in Europe.
Pre-Covid, students in Europe would meet up annually. King and other AUT staff committed to joining them, cementing the enduring relationship and ongoing commitment of AUT to its alumni.
“Events like noho marae and the Whānau Council meet-ups also provide an opportunity for prospective international students to learn about and consider AUT as a destination to study abroad and build relationships with key employers linked to our alumni,” says King.
Europe council co-founder Anne Heimbeig says being part of the Whānau Council is “a very emotional thing”.
“I’ve met great people from different countries. Together, we’ve overcome lots of stereotypes and wrong assumptions, and brought Māori culture out into the world.”
There was a sense of home, belonging, warmth, and love on the marae, says East Coast USA council co-founder Jessica Cohen.
“Being in the Whānau Council allows us to keep that spirit alive and remember the value of our whānau even when we are far away from our beloved Aotearoa.”
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Diwali celebrations light up New Zealand campuses
It was a wonderful week of Diwali across New Zealand campuses as students and education institutions came together to celebrate the festival of lights.
AUT lights up for Diwali
The sights, sounds and colours of Diwali were on full display at AUT’s recent Diwali Festival.
With the largest cohort of international students from India in New Zealand, AUT’s Diwali Festival celebrated the incredible contribution Indian students make to life at AUT.
Pro Vice-Chancellor International, Professor Guy Littlefair, said the event enriches their campus culture and showcases the university’s commitment to diversity and inclusion.
“Our incredible Diwali event was a wonderful opportunity for our entire university to celebrate our Indian students and the richness and joy of Indian culture,” Professor Littlefair said.
“We are proud of our growing reputation throughout India for our wide range and quality of study programmes, for being the university of technology in New Zealand, and for our great student support, accessibility to academic staff, employability, and student success.
“India is an extraordinarily important partner country to us, but more importantly our Indian students are an extremely valued part of our AUT family and the unique perspective and rich culture they bring to us are treasured by all our staff and students.”
Students lead Diwali celebrations at Wintec | Te Pūkenga
Diwali 2023 performers, organisers, volunteers, and audience all enjoyed the celebrations at Wintec | Te Pūkenga City Campus, including International Student Services Advisors, Unmesha Veetil (far left) and Li Li (front row with orange sari).
This year, the Diwali celebrations at Wintec | Te Pūkenga City and Rotokauri campuses were completely ākonga (student)-led, making them even more special than usual. Although facilitated by the International Student Support team, the events were entirely hosted by ākonga, from the MCs to all the entertainment.
Unmesha Veetil, International Student Services Advisor, said the events were vibrant and high energy and a real testament to the students.
“The MCs did a great job of engaging the audience and getting them singing along, the dance performances and magic tricks were stunning and there were even talented students doing henna designs. On the request of the audience there was a final open dance floor which got many from the audience dancing too and proved lots of fun.”
A crowd enjoying a Diwali dance performance at Wintec | Te Pūkenga
The true spirit of the festival was also on full display as a diverse, multicultural communities organised the festivities with much generosity and kaitiakitanga.
Members of the Chinese Postgraduate Society who volunteered as ecowarriors for the Auckland Diwali Festival.
The Chinese Postgraduate Society volunteered for the Auckland Diwali Festival as eco warriors, helping make the celebration as eco-friendly as possible.
“It was a great experience for us to immerse in a different culture and make valuable contributions,” Wilson Pan, President of the Chinese Postgraduate Society said. -
Strong interest in NZ from Filipino students at the Te Pūkenga Agent Workshop and NZ Study Workshop 2023
55 education agents representing 27 agencies from across the Philippines attended the one-day workshop on 27 October. The workshop provided a valuable opportunity for the four Te Pūkenga representatives, including Bipul Das, Kerry Clarke, Prashanth Nallur Puttaswamy and Richard Cao, to share their most recent updates and developments, including information on Te Pūkenga’s vocational education offerings.
ENZ’s Market Manager – Philippines & Thailand, Chortip Pramoolpol, supplied an update on ENZ’s activities and showcased the array of tools and resources available to empower education agents in promoting New Zealand as a study destination. Joining the workshop remotely were key figures from Immigration New Zealand. Celia Coombes, Manager of International Education, Dolores Hyde, Senior Advisor for International Education, and Philippa Lee, Immigration Officer, Visa Operations, delivered a comprehensive briefing on student visa applications and post-study work rights. If any education agents would like a copy of the slides delivered by ENZ, they are available on IntelliLab here - ENZ Philippines.
Bipul Das from Te Pūkenga’s International Team said that it was incredibly valuable to be able to meet face to face with education agents and prospective students in the Philippines.
“It was wonderful to see the education agencies are excited to promote New Zealand as the preferred study destination for vocational education and we are grateful for the support from ENZ, our Education Agents and INZ on the work being done in the Philippines market. We will continue to focus on growing our international student population from the Philippines, " said Bipul.
Following on from the workshop, ENZ and Te Pūkenga welcomed over 170 visitors to the NZ Study Expo 2023. The event provided a unique platform for attendees to explore the breadth of opportunities in New Zealand including specific courses, scholarships, and post-study opportunities and discuss these personally with the NZ representatives on-hand.
From left to right: Prashanth Nallur Puttaswamy, Bipul Das, His Excellency Peter Kell, New Zealand Ambassador to the Phillippines, Kerry Clarke, Chortip Pramoolpol, Richard Cao and Joel Miranda Angon.
New Zealand Ambassador His Excellency Peter Kell presided the event and shared his remarks, encouraging Filipinos and their families, to choose New Zealand as a destination to continue their education journey.
Ambassador Kell told the audience “This event is more than just a fair; it is a bridge that connects aspirations with opportunities. It is a platform for our Filipino students to explore and embrace new horizons, to acquire skills and knowledge that will empower you to become leaders in your chosen fields.
“New Zealand’s education system is often highly regarded and ranked in the world for preparing students for the future. Our education providers often have strong connections to industry and the business community. This facilitates internships, work placements, and real-world experiences for students, preparing them for the workforce,’ he added.
ENZ Market Manager – Philippines & Thailand, Chortip Pramoolpol, was excited to have had the opportunity to speak face to face with interested students and their families following the pandemic.
“There is certainly a lot to be said for being able to explain in-person to prospective students and their families, why they must consider New Zealand as a destination for future study and we were so pleased to see such genuine interest.
These events generated dozens of leads which has helped drive a significant increase in in visits and enquiries from Filipino students to the Study with New Zealand website,” added Chortip.
If any education providers or agents would like any additional information on marketing to students in the Philippines, please contact Chortip Pramoolpol – chortip.pramoolpol@enz.govt.nz
Bipul Das from Te Pukenga International Team presented on their programme offerings.
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