Education New Zealand launches campaign to attract international students

Geoff Bilbrough, the general manager of marketing and communication at Education New Zealand, mentioned that the campaign’s scenes and scenarios align with the core values of providing high-quality education and future employability opportunities.

Share the post
Photo via Pexels

Education New Zealand has launched a new global advertising campaign called “Learn New Every Day” to raise awareness and generate interest in the country as an academic destination for prospective international students.

The campaign offers a firsthand glimpse into the daily experiences that international students might encounter while pursuing their studies in New Zealand. It aims to showcase the opportunities and cultural richness that come with choosing New Zealand as an international study destination.

“The campaign communicates what we strongly believe is New Zealand’s competitive edge in the international education market,” said Nick Sinclair, global brand manager at Education New Zealand, a government agency dedicated to international education.

When the COVID-19 pandemic hit in 2020, the contribution of international students to New Zealand’s economy sharply dropped to NZ$800 million (US$483 million) from NZ$3.8 billion (US$2.8 billion).

The “Learn New Every Day” campaign hopes to bring the numbers back to pre-pandemic levels.

Future employability opportunities

Geoff Bilbrough, the general manager of marketing and communication at Education New Zealand, mentioned that the campaign’s scenes and scenarios align with the core values of providing high-quality education and future employability opportunities.

He added that the campaign weaves these messages through imagery and action, featuring learners across various environments in all parts of New Zealand’s education sector, alongside well-known adventure and social experiences.

Bilbrough also said that the featured imagery aligns with what international students seek in a New Zealand education.

The campaign, set to run for at least 18 months in various jurisdictions, began on October 31 in key markets like India, South Korea, Thailand, Vietnam, and Japan, with plans to launch in China by the middle of the following week.

The campaign primarily targets engagement with students aged 16 to 24 and their parents across diverse education sectors, including high schools, universities, Te Pukenga, English-language schools, and private establishments.

Recovery from COVID-19

International student numbers have not fully recovered to pre-pandemic levels. In 2019, Immigration New Zealand granted a total of 108,612 visas to international students. As of September 30 this year, the number of student visas approved by Immigration New Zealand is only 60,255.

Most universities in New Zealand anticipate financial losses as they approach the end of their academic year. Five have confirmed they are projecting deficits for 2023 despite two more expecting surpluses.

Policy changes in New Zealand

Recently, the New Zealand National Party, the country’s opposition, has pledged to implement policy changes to enhance post-study work rights and fast-track visa processing for international students. 

The commitment is part of their broader agenda to revitalize the international education sector, which has been facing challenges in the wake of the global pandemic.

Nathan Yasis

Nathan Yasis

Nathan studied information technology and secondary education in college. He dabbled in and taught creative writing and research to high school students for three years before settling in as a digital journalist.

banner place

What to read next...
Nathan Yasis

Nathan Yasis

Nathan studied information technology and secondary education in college. He dabbled in and taught creative writing and research to high school students for three years before settling in as a digital journalist.

Sign Up for Weekly Top 12 News

Expert picks in the intl ed world, in your inbox.

Get the Top 12 trending international education news stories from around the world, sourced from authoritative media outlets and publications worldwide. 

This expertly curated newsletter aims to support the global knowledge base of international education stakeholders – higher education institutions, recruitment partners, government officials, service providers, and students. 

The newsletter is delivered to subscribers’ inbox every Wednesday evening at 10:30 PM PT / 1:39 AM ET. 

We respect and protect your privacy. If you do not wish to receive future issues of the MSM Reporter, you may unsubscribe at any time.
Read our privacy policy