The integrated campaign aims to leverage Tourism New Zealand’s strong brand awareness in Japan to encourage students to study at one of the 22 English New Zealand member schools taking part in the campaign.

Students enroling at any of the institutions will be eligible to win to up to NZ$300 worth of activities ranging from a bungee jump in Queenstown to a jet boat ride on Auckland’s harbour.

The campaign will run until the end of June as part of the suite of the Think New awareness campaigns already underway in China and India.

But, because of Tourism New Zealand’s strong presence in Japan, the study campaign is using ” 100% Pure New Zealand” as its tag line to attract students.

“New Zealand is one of the highest quality English language education destinations in the world but it is our setting which really makes us stand out from the crowd”

“Tourism New Zealand’s flagship campaign 100% Pure New Zealand tells the story of this country’s unparalleled combination of landscapes, people and activities,” said Grant McPherson, Chief Executive of ENZ.

“New Zealand is one of the highest quality English language education destinations in the world but it is our setting which really makes us stand out from the crowd so it makes a lot of sense for the two agencies to join forces on a marketing campaign,” he added.

Japan is currently New Zealand’s fourth largest market for international students after China, South Korea and the USA, but the government is keen to increase Japanese numbers even further.

The Japanese government is also demonstrating increased focus on international education and improving English language skills in the lead up to hosting the 2019 Rugby World Cup and the 2020 Summer Olympics, something which ENZ is hoping to assist with as part of the latest campaign.

Education New Zealand plans to roll out similar Think New initiatives in Brazil, New Zealand’s seventh largest market and host to the Olympics 2016 and the Fifa World Cup next month.