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ENZ launches New Futures campaign to attract “free-thinkers”

Education New Zealand is aiming to attract international students “who think differently” in a new campaign to promote the country’s expertise in educating students for the future of work.

New Zealand wants students "who think differently" in a new campaign. Photo: ENZNew Zealand wants students "who think differently" in a new campaign. Photo: ENZ

ENZ has been on a roll, with marketing campaigns picking up domestic and international awards

The New Futures Need New Paths campaign builds off the back of 2018’s Future Proof drive, which leveraged New Zealand ranking first in the 2017 Worldwide Educating for the Future Index.

“We are focused most on telling a richer, more emotionally engaging story”

“The overarching message of New Futures Need New Paths is that a New Zealand education provides students with a high-quality qualification and the skills required to excel in their future careers, and also create a positive impact in their world,” said ENZ chief executive Grant McPherson.

“New Zealand attracts students who think differently, and we expect that this campaign story will resonate with these free-thinkers.”

While the New Futures campaign will build on the prior work, McPherson told The PIE News the 2019 campaign would have both an internal and external outlook.

“An important difference between New Futures and previous campaigns is that while we are always wanting to attract new audiences, we are particularly focused this time on energising and activating the audiences already on our social communities and in our database,” he said.

“Because of this, we are less concerned with introducing New Zealand as an education destination – instead, we are focused most on telling a richer, more emotionally engaging story.”

Currently ranked third in the 2018 index, New Zealand was one of only six countries to receive a perfect mark for the importance placed on teaching 21st-century skills within its national education strategy, joining Finland, Canada, Chile, Singapore and Sweden.

The campaign, which will run over eight weeks, leverages its position across three key messages of teaching skills for the future, an unlimited learning environment, and welcoming students who think differently.

“I chose New Zealand because of the calibre of marine science being carried out here”

“Our teaching style and applied learning approach, as well as our unique cultural values, make us the perfect destination for students who wish to forge their own paths and develop the adaptability and resilience needed to succeed in today’s rapidly changing world,” McPherson explained.

“We are deliberately trying to carve out a space in attracting students who are looking for a more unique education experience and outcome than traditional pathways provide.”

As part of the campaign, New Zealand education providers and ENZ recognised agents will have access to marketing materials and assets, including three videos featuring students who are working towards building a better future.

Aimed at highlighting the work of students in sustainability, areas of research featured include marine biology, renewable energy and climate change, and have so far been well received by industry and audience, according to McPherson.

“I’ve travelled the world for my research, but I chose New Zealand because of the calibre of marine science being carried out here,” said Auckland University of Technology student Alexandra Lischka.

“The old ways of thinking aren’t working when it comes to solving some of the biggest problems facing our oceans. I know I need to form a new path if I want to make a difference.”

ENZ has been on a roll lately for its marketing campaigns, receiving domestic and international recognition for its work, including top honours at the New Zealand Direct Marketing Awards, Golden Quills, Revvie Awards, and the PIEoneer Awards.

New Zealand is featured in the upcoming edition of The PIE Review.

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