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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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From the CE: Successful start to packed promotions season
Kia ora koutou,
We are diving into the busiest and most energising time of year – promotions, recruitment, and global engagements are in full swing.
In late August, ENZ teamed up with around 65 New Zealand education providers to successfully deliver our flagship New Zealand education student fair and education agent seminar in Bangkok.
It was fantastic to see record attendance at the fair that offered prospective students and parents hands-on experience of New Zealand’s learner-centred teaching style through five simulated classrooms. Don’t miss the full story about the impact of our promotions in Thailand in this newsletter.
Earlier this month, I was pleased to represent New Zealand and support international education in Gothenburg, Sweden, at the EAIE: European Association for International Education Conference 2025, which is among the most important global gatherings for international educators, government agencies, and academic leaders.
The conference was a valuable opportunity for New Zealand education providers to connect with peers, promote our offerings, and build meaningful partnerships.
With all eight universities and UP Education exhibiting at the New Zealand pavilion, we packed the week with meetings, events, and brand-building — forging new partnerships and showcasing the strength of our education system.
In London, I joined a thought-provoking panel discussion on evolving student demand at the ICEF Monitor Global Summit. It was an insightful discussion that prompted some great questions from the audience about the opportunities and challenges in this area for New Zealand.
Preparations are now in full swing for our attendance at the China Annual Conference and Expo for International Education (CACIE), where New Zealand is proud to be Country of Honour for 2025.
The conference is a prime opportunity to highlight our education partnerships in China and reaffirm our commitment to future collaborations with China.
I look forward to sharing more about our planned conference engagements in my next update – stay tuned!
Ēhara tāku toa i te toa takatahi, engari he toa takitini
Our strength does not come from us alone but as a collective
Ngā mihi nui,
Amanda Malu
Chief Executive
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