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New brand identity of the Manaaki New Zealand Scholarship Programme launching next week
Education providers and suppliers who are part of the programme will be able to start using the new brand’s design assets from The ENZ BrandLab from 23 October.
The Manaaki New Zealand Scholarship website will also prominently showcase the refreshed brand from next week.
The new Manaaki logo consists of three parts. The tohu is on the left, the Manaaki wordmark is placed in the middle, with the Aotearoa New Zealand fernmark on the right-hand side.
New Zealand Ministry of Foreign Affairs and Trade - Manatū Aorere (MFAT) Scholarships Unit Manager, Alexandra Grace, said it was important for the new brand identity to reflect the transformational nature of Manaaki scholarships to build people’s skills and support them to contribute positively to their communities and countries.
“The new brand is an exciting step forward to unify the Manaaki New Zealand Scholarship Programme’s visual identity to appeal to prospective scholars who are most aligned with our Programme’s values,” Alexandra said.
He parirau is one of the key patterns of the new brand. It is inspired by the takarangi (spiral) and parirau (feathers).
The brand identity development and working group involved kaimahi Māori from MFAT, Education New Zealand Manapou ki te Ao and Indigenous Design Innovation Aotearoa (IDIA) who gifted a specially crafted whakatauākī* for the Manaaki New Zealand Scholarship Programme.
The whakatauākī ‘He Parirau Toro Ao’ translates to ‘stretch your wings to the world’.
ENZ’s Senior Advisor, Rautaki Māori, Craig Rofe, said the whakatauākī is a profound taonga and gift to the Manaaki New Zealand Scholarship Programme.
“It beautifully anchors the programme in āhua Māori (Māori ways of being).”
“We are also pleased with how the whole process of creating the new brand has been steeped in āhua Māori. The way everyone involved in the project used whakawhanaungatanga – the specific act of getting to know one another before we started our work – and wānanga, coming together to meet, discuss and deliberate, every step of the way, made all the difference,” Craig said.
Digital banners showing the application of the brand and whakatauākī.
The new brand was developed following research and interviews with 29 scholars and alumni, and a survey covering 627 people.
The research surfaced three compelling principles for the Manaaki New Zealand Scholarship Programme – manaakitanga, empowering people, communities and countries, and fostering enduring connections.
ENZ’s Manaaki Scholarships Manager, Nancy Linton, said the concept of manaakitanga is integral to the Manaaki New Zealand Scholarships Programme – not only by name, but also in the way that scholars are supported during their entire journey, from application and study to their return home.
“The manaaki we show our visitors by embracing them like part of our ‘whānau’ or family is visible in the way our educational providers extend that support to Manaaki scholars and alumni, who really value it as part of their study experience.
“I am pleased with the way we have incorporated this core element of the Programme, among others, into the new brand identity,” Nancy said.
A brand transition period is in place through 28 February 2025, to allow providers enough time to switch to new brand assets.
Visit The ENZ BrandLab to access new design assets for the Manaaki New Zealand Scholarship Programme after 24 October.
* Whakatauākī are proverbs where the person who said it first is known, as opposed to whakataukī, which are proverbs whose origin cannot be traced to a person.
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New global campaign invites students to discover what New Zealand can teach them
The ‘New Zealand Taught Me’ campaign was launched on 11 August and has started to roll out across key global markets, showcasing the unique value of a New Zealand education through the voices of its alumni.
Real stories with real impact
At the heart of the campaign is a 30-second hero video, backed by a suite of alumni stories that highlight the life lessons and experiences gained while studying in New Zealand.
Hero video
Alumni stories
These stories aim to connect emotionally with globally minded students and their families, showing that learning here goes far beyond the classroom.
Why now?
The campaign is a strategic move ahead of the full launch of a global brand platform for New Zealand international education.
It’s designed to deliver strong results in high-growth markets, replacing the previous ‘Learn New Every Day’ campaign in nine countries: China, India, Japan, South Korea, Sri Lanka, Thailand, the Philippines, the USA, and Vietnam.
A welcoming message
ENZ Brand Lead Nick Sinclair said the campaign is a major opportunity for us to present New Zealand as the living and breathing learning destination that is.
“We want to show students how in New Zealand knowledge comes from everywhere.”
“Given the shifting global climate that we are currently seeing with international education, it's a timely opportunity for New Zealand to strengthen its position as a welcoming and inclusive destination.
“The message to students is clear: we’re open, and you’re welcome,” Nick said.
A fresh direction
‘New Zealand Taught Me’ signals a shift toward a more emotionally resonant and globally competitive brand identity. It positions New Zealand as a vibrant, welcoming learning environment where knowledge comes from everywhere, not just the classroom.
Where to see it
The campaign has started to appear across paid digital media, the ENZ Study with New Zealand website, and all communications with prospective students.
ENZ encourages education agents and partners to use the market-specific materials in their promotions.
These assets are live on ENZ’s Brand Lab for you to make the most of:
- Translated hero videos
- Translated Alumni videos across education sectors
- Social media guidelines (coming soon)
- A sector engagement pack (coming soon)
Contact ENZ Brand Lead Nick Sinclair via Nick.Sinclair@enz.govt.nz if you have questions or ideas about leveraging the campaign assets. If you have a success story on how the campaign assets have supported your work, please also get in touch.
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ENZ Insights Webinar: New Zealander's Perceptions of International Students, 2024 Results Wednesday 20 November, 12:00-12:45
Education New Zealand Manapou ki te Ao has been monitoring New Zealander’s perceptions of international students since 2016.
A thriving and sustainable international education sector needs the support and buy-in of New Zealanders. Join this webinar with Marie Clark, Director Insights, to hear the results of the November 2024 edition of the survey.
You will hear:
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The issues of most importance to New Zealanders
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Perceptions about New Zealand’s economy and what things are most important to improve it
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Perceptions of the social, cultural, and economic benefits of international education/students
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Perceptions about the number of international students in New Zealand
If you would like to attend this webinar, please register via this page - Microsoft Virtual Events Powered by Teams.
This session will be recorded, and the slides and recording made available on Intellilab following the webinar.
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Around the world in five
Canada
In this policy opinion piece by the Director of the Centre for Refugee Studies at York University, Yvonne Su, she says that predatory learning institutions, not international students, are to blame for rising asylum claims.
Germany
New data from DAAD shows a record number of international students studying in Germany – reaching almost 380,000 last winter.
Hong Kong
Hong Kong will attract more overseas students, especially those from ASEAN and other Belt and Road countries and regions, to study in the city, John Lee, chief executive of China's Hong Kong Special Administrative Region, said while delivering his third policy address Wednesday.
Ireland
Technological University of the Shannon: Midlands Midwest, established in 2021, has expanded into the Middle East while eyeing India as a ‘big growth market’.
Malaysia
Tourism Malaysia has launched a new Edu+ programme, aimed at boosting ‘edutourism’, cultural exchanges and English language study in the country.
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