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New Zealand launches China TV promo strategy

Education New Zealand, the government agency which is charged with promoting New Zealand as a study destination, is to launch a targeted media campaign in China which will include a factual TV series broadcast in Mandarin. The first element will be a two one-hour TV programmes called Dragons in the Land of the Long White Cloud.

The programmes will "inspire parents and potential students with real stories about current students"

The programmes will paint a full picture of contemporary New Zealand, “inspire parents and potential students with real stories about current students and alumni success and give information on studying in New Zealand”.

“We believe television is a great format to illustrate contemporary New Zealand, letting Chinese students and alumni speak for themselves,” said Caroline Carruthers at Education New Zealand.  “We can then use this concept in other advertising mechanisms to support the documentary, social media in particular.”

Content generated will also be distributed via the www.newzealandeducated.com website and YouTube. Carruthers pointed out that a clear focus of the campaign’s second stage (still in development) was to reach students themselves as well as their parents. The content will also support education agents.

The series will be broadcast in Mandarin on Chinese television channels from May to July, 2013.

Education New Zealand said that the coverage gained from broadcasting on Chinese TV was “way beyond” what it could afford to buy commercially.

The coverage gained from broadcasting was “way beyond” what it could afford to buy commercially

“This opportunity presents a cost-effective means to tell the story of New Zealand’s education capability in China to a mass audience, and help reframe the Chinese perspectives of New Zealand.”

New Zealand is working to double the economic value of its international education sector to $5 billion by 2025. Recent efforts have included a marketing scheme to win back international students to Canterbury, after last year’s earthquakes , which will also guarantee university entrance to international graduates of Christchurch secondary schools.

Plans are also afoot to turn Auckland, the country’s most popular study destination, into a major study hub by imporving marketing, student experience and trade.

Education New Zealand will also launch a revamped national marketing strategy in November having said the country “still needs to sell itself better”. However, Carruthers underlined that the focus was on value and quality. She added, “There are also huge opportunities for New Zealand to sell more of its education-related services offshore.”

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