New Zealand uses agents in India promotion

30 May, 2014


Education New Zealand (ENZ) has launched a promotional campaign with local agencies in India to promote New Zealand as a study destination, and in a separate scheme is offering adventure activity incentives to Japanese language students.


Students in India who register an interest on the ENZ website during the campaign will be contacted by a pool of New Zealand specialist agents to provide more information about courses, criteria and the application process. 

Former New Zealand international cricketer Stephen Fleming, popular in India as the coach of the Chennai Super Kings team in the Indian Premier League, is fronting the publicity campaign. Prospective students will have the chance to win a dinner date with him.

Kathryn McCarrison, General Manager Marketing and Channel Development, said, “Those who know New Zealand like New Zealand, but there is a lack of awareness about us as a high-quality international study destination. This campaign aims to help fill this knowledge gap.”

ENZ is working with ten agencies in India to promote the campaign. The agencies will amplify the campaign messages through their own networks.

“The New Zealand tertiary education sector has a huge range of programmes available. As well as being specialists in a number of areas, we also offer niche and vocational courses which are less developed in other countries, so New Zealand really stands out from the crowd,” said McCarrison. In a statement, ENZ said that India was New Zealand’s second largest source country for students and was currently the fastest growing.

Meanwhile, ENZ and Tourism New Zealand have collaborated to offer Japanese students coming to study English in New Zealand up to NZ$300 (US$255) worth of adventure activities.

Any Japanese student enrolling at one of the 26 members of language school association English New Zealand will get to experience some of the best adventures New Zealand has to offer, with activities ranging from a bungee jump in Queenstown to a jet boat ride on Auckland's harbour. The campaign will run through June.

Grant McPherson, Chief Executive of ENZ, said the campaign was a great example of the education-tourism opportunities which exist in the country. “Tourism New Zealand's flagship campaign, 100% Pure New Zealand, tells the story of this country's unparalleled combination of landscapes, people and activities. 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. I am excited to see the results.”

Elsewhere, Education Tauranga, which promotes the New Zealand city of Tauranga as a study destination, has announced that a target to increase the number of international students by 15 per cent by 2017 is likely to be met this year. Regional Manager, Anne Young, welcomed the increase and told the New Zealand Herald, “It will help to open up the opportunity for more schools to be able to accept international students, so the numbers continue to rise.”

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