Education New Zealand has launched a fresh global advertising initiative named Learn New Every Day. This campaign aims to raise awareness and attract interest among potential international students towards pursuing education in New Zealand. Prior to the onset of Covid-19 in 2019, international students contributed an estimated $3.8 billion to New Zealand's economy. However, this figure plummeted to around $800 million in 2020, significantly impacting universities. According to Nick Sinclair, Education New Zealand's global brand manager, the campaign emphasizes what they perceive as New Zealand's distinct advantage in the international education market.
"A New Zealand education encompasses not only top-tier study opportunities but also the adventure, social interactions, and the distinct cultural and scenic aspects", he states. Learn New Every Day provides a firsthand glimpse into the array of experiences international students might encounter in a day while pursuing their studies in New Zealand. It showcases the opportunities and cultural diversity associated with selecting New Zealand as an educational destination.
Geoff Bilbrough, Education New Zealand's general manager of marketing and communication, mentions that the campaign's visuals and scenarios represent the fundamental values of quality education and future prospects. He explains that these messages are intricately woven into the campaign, showcasing images and activities involving learners in diverse settings across New Zealand's entire educational spectrum alongside the well-known adventurous and social experiences.
Bilbrough notes that the campaign's featured imagery reflects the aspects international students seek in a New Zealand education. The campaign began in key markets such as India, South Korea, Thailand, Vietnam, and Japan on October 31 and is slated to continue for at least 18 months in each region. Education New Zealand intends to launch the campaign in China by the following week. Targeting students aged 16 to 24 and their parents across various educational sectors high schools, universities, Te Pukenga, English-language schools, and private institutions is the primary aim of the campaign. Despite this initiative, international student numbers have not yet rebounded to pre-pandemic levels. In 2019, Immigration New Zealand granted a total of 108,612 visas to international students.
