The Learn New Every Day campaign will also seek to promote a preference for a New Zealand education to students, according to the government international education agency.

ENZ’s general manager of Marketing and Communication, Geoff Bilbrough, said the campaign seeks to “capture the essence of what it is really like to study with New Zealand” and cut through in a very competitive market.

It takes the perspective of a learner as they encounter new experiences and convey the excitement and emotion as they go through their day, he added.

“What makes the campaign more memorable is its high energy, positive, contemporary feel. And the first-person point of view approach is unique to the category,” Bilbrough continued.

“The scenes and scenarios in the campaign reflect our core values of a high-quality education and employability/future opportunities.

“These messages are woven through the campaign through imagery and action involving learners in a range of environments across all parts of New Zealand’s education sector, alongside the well-known adventure and social experiences. The featured imagery reflects what we know international students are looking for in a New Zealand education.”

The campaign will run for at least 18 months, initially in China, India, South Korea, Thailand, Vietnam and Japan targeting students aged 16 to 24 and their parents.

The agency has been tasked with diversifying student markets in the country’s International Education Strategy for 2022-30, released last year.

“The campaign communicates what we strongly believe is New Zealand’s competitive edge”

The plan also said that ENZ will promote New Zealand’s high-value offerings in new and existing markets, as the country seeks to rebuild a “resilient and sustainable” sector.

The new campaign also seeks to promote a diverse range of study opportunities, including high school, university, Te Pūkenga, English language schools and private training establishments.

“The campaign communicates what we strongly believe is New Zealand’s competitive edge in the international education market,” ENZ’s Global Brand manager, Nick Sinclair, said.

“A New Zealand education experience is as much about the adventure, social experiences, and our unique culture and landscapes, as it is about the high-quality study opportunities that we offer.”