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Marketing drive to attract students to Canterbury, NZ

New Zealand has launched a marketing drive to increase the Canterbury region’s appeal as a destination for international students, after enrolments were hit by last year’s earthquake. The scheme, Christchurch Educated, will also guarantee university entrance to international graduates of Christchurch secondary schools.

MP Steven Joyce launched the new marketing campaign as part of the government's plans to double the value of New Zealand's international education sector by 2025MP Steven Joyce launched the new marketing campaign as part of the government's plans to double the value of New Zealand's international education sector by 2025

"I'm really excited for Christchurch, both about the strength of the strategy and brand"

“It has been a tough time for all providers of international education in Christchurch following the earthquakes with a 37% drop in numbers in 2011,” explained Tertiary Education, Skills and Employment Minister Steven Joyce in a statement this week.

“It has been a tough time for all providers of international education in Christchurch following the earthquakes”

The scheme will include a Christchurch Educated Student Card, which will provide discounts on public transport and at businesses in the city. A “commons” will also be established in the city centre for international students to meet and receive information and advice.

Meanwhile, the Tertiary Pathway Guarantee will guarantee international students who attend a Christchurch secondary school a degree place at Canterbury University, Lincoln University, or the Christchurch Polytechnic Institute, as long as they pass their entrance exam. The offer of student accommodation is also guaranteed.

Education New Zealand CEO Grant McPherson said the strategy had been embraced by everyone in the community. “Education New Zealand has been working closely with the industry in Christchurch over these past few months. I’m really excited for Christchurch, both about the strength of the strategy and brand, but also about the scale of collaboration that has taken place in developing it.”

To help the region’s industry, the NZ Government provided an extra NZ$5 million to Education New Zealand’s nationwide marketing budget in March, dedicated to Christchurch. The marketing campaign follows an announcement last month that all English language students in Canterbury will now be able to work part time to supplement their income.

“The Government has set an ambitious goal to double the economic value of New Zealand’s international education sector to $5 billion by 2025. Having more overseas students studying in Christchurch’s schools, universities, polytechs and private training establishments is a key part of achieving that goal,” Joyce said.

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