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Ask New Anything
Campaign page: https://www.studyinnewzealand.govt.nz/asknewanything
NZ’s second big global digital campaign of 2019 launched on 7 October with our students at the heart of it.
The campaign will be promoted digitally in our key markets for 8 weeks. Campaign-related content and messaging will remain relevant and live on our channels for the foreseeable future.
The campaign will be the first time the refreshed Think New brand has been widely used in digital channels.
Campaign Strategy
The main objective of the campaign is to challenge perceptions of New Zealand by increasing awareness of the country as a high-quality study destination. The campaign aims to achieve this by inviting our target audiences in 14 international markets to question what they know about New Zealand.
Key markets that will be reached by the campaign are:
- Brazil
- Colombia
- France
- Germany
- India
- Italy
- Japan
- Korea
- Philippines
- Thailand
- UK
- USA
- Vietnam
- Indonesia
The campaign aims to increase New Zealand’s standing as the preferred study destination amongst our target audiences in these key markets.
For more information about ENZ’s target markets and the general digital campaign strategy, and New Zealand education providers can access the 2019 ENZ Digital Marketing Calendar on IntelliLab.
The creative concept and technical execution of this campaign will push ENZ into new territory for its marketing campaigns and award-winning digital strategy.
Utilising 100 short videos, a variety of digital media placements, Tohu the chatbot, a range of social media channels including a peer-to-peer Facebook group and Instagram Live sessions hosted by our Kiwi Ambassadors, the campaign embodies the authenticity and bold NEW thinking of the Think New brand.
A bespoke campaign strategy has been developed for China, making use of the same campaign creative concept and content, but delivered through the channels we know our audiences in China use and interact with the most.
ENZ invites and encourages our New Zealand education sector partners and education agents to participate in the campaign by sharing content and aligning your own messaging with those of the campaign and the Think New brand.
The campaign tool kit below provides more information around how your organisation can leverage the campaign.
Creative concept
Brand research tells us there is generally low awareness of New Zealand internationally, and where there is awareness it’s often based on incorrect perceptions of quality.
The creative concept of the Ask New Anything campaign seeks to address this by answering prospective students’ burning questions authentically and honestly, using unscripted video responses from current international students.
We started by researching the most used Google search terms relevant to studying in New Zealand, as well as the most asked questions on our Study in New Zealand chatbot Tohu. We combined this hard data with anecdotal questions from prospective and current students around what they want to know/what they wish they had known, and key brand messages we hoped to get across to our audiences.
From this we narrowed down to a list of 100 questions and filmed videos with international and New Zealand students, alumni, a teacher, a parent, and a New Zealand employer providing the answers. These videos form the basis of the campaign.
We also know that word of mouth is a key influence on student decision making. The Ask New Anything campaign not only offers pre-recorded Q&As with current students, but also gives prospective students the opportunity to talk directly to current students through a new Facebook group and scheduled Instagram Live events.
All of this results in a much more interactive campaign than anything ENZ has previously done. We’re not broadcasting a message to students; we’re asking them to start a conversation, putting prospective students themselves at the centre of the campaign.
Technical execution
A typical digital media campaign uses creative digital ad placements on social media, relevant websites and search engines to drive traffic through to a campaign landing page on a website.
Ask New Anything goes well beyond this, using new technology and a broad range of social media tools to be a true omni-channel campaign. The resulting immersive and pleasantly unexpected experience will help the Think New brand stand out.
The marketing activity and technology being used in this campaign includes:
- Tohu the chatbot – Tohu was launched on the Study in New Zealand website in 2018, on Facebook Messenger in early 2019, and on the NauMai NZ website in July 2019. Tohu is the centrepiece of the Ask New Anything campaign as it represents the technology through which prospective students can really ask any question they want. From the launch of the Ask New Anything campaign, Tohu will be able to respond to 100 of the most frequently asked questions with one of the short videos created for the campaign
- Facebook group - Should a question be asked that Tohu cannot answer, prospective students will be invited to join a Facebook group where they can ask real students their questions in real time. The Facebook group will be managed and moderated by our Kiwi Ambassadors.
- Instagram Live – Throughout the campaign, a select group of Kiwi Ambassadors will host a series of Instagram Live events. These events will be designed and scheduled to suit the key international regions we are targeting in the campaign.
- Campaign landing page – There will be a campaign landing page on the Study in New Zealand website. Tohu the chatbot will be the main focus of this page.
- Social media – Beyond the Facebook group, Instagram Live sessions and use of Tohu on Facebook Messenger, all of ENZ’s student-facing social media channels will be driving the campaign messages. Campaign content will be shared on Facebook, and YouTube and Instagram will feature strongly for both organic and paid media content.
- Database marketing – The database marketing strategy for the campaign ensures we are reaching all our currently engaged audiences, and nurturing new leads throughout their decision-making journey. Personalised email campaigns will be sent to members of the Study in New Zealand, My StudyNZ and NauMai NZ communities, and to anyone who signs up throughout the campaign period.
The campaign in China
Because our audiences in China use different digital platforms to our other markets, the Ask New Anything campaign will follow a different strategy in China.
Separate research has been undertaken to identify the most-asked questions for prospective international students in China. Based on this, the most relevant videos will be translated into Chinese and integrated into a campaign rollout on our China platforms:
Paid media:
- WeChat
- Zhihu (Zhihu is China’s version of Quora. In classical Chinese, "Zhīhū" means "Know?". Chinese-language internet users nowadays increasingly resort to Zhihu for expert knowledge and insights into various topics.
Owned media:
Tohu the chatbot does not exist on our Chinese platforms, so the China Ask New Anything campaign makes use of the question/answer format in a different way, posing questions to our audience and then supplying key information based on their response.
On the Zhihu platform we will post questions for both Kiwi Ambassadors and users to answer. Key Opinion Leaders (KOLs) will also be recruited to support the campaign and both ask and answer questions about studying in New Zealand.
Messaging and Brand
The campaign concept and the technical execution of the campaign both contribute to the overall brand message of ‘I am New’. It showcases our innovative new thinking and captures New Zealand’s values of societal openness, transparency and manaakitanga.
Through this campaign, we want to show that New Zealand is an inclusive, collaborative and progressive environment where students are challenged and supported to reach their full potential.
Our new Think New brand strategy and creative approach position our international education brand for success and redefine what a quality education looks like and means.
Sector representation and localisation
The 100 question and answer videos have been carefully planned to ensure a good global representation of our markets. Care has been taken to match the talent to questions based region. So where a question is most important to a certain region, the talent has been matched to that region to ensure the most relevant response.
The videos feature 18 different individuals representing a spread of sectors and markets. We have included students from all the key markets we are targeting in the campaign. A teacher, employer, Kiwi student and parent are also included.
In the Facebook group and Instagram Live sessions, prospective students will be able to converse with Kiwi Ambassadors in local language – either directly or with the help of Facebook’s automatic translation technology.
Toolkit
Throughout the campaign duration New Zealand education will have an increased digital presence in the 13 target markets listed above.
New Zealand education providers and education agents are encouraged to leverage this campaign activity for your own marketing strategies.
Here is a toolkit of resources and suggested actions to help you get started:
- Ensure your institution profile on the Study in New Zealand website is up to date. Follow these step-by-step instructions to find out how. Please note you will be required a login to access this link.
- Register for the ENZ Brand Lab. There are over 1,000 images, videos and more available on the Brand Lab for you to download and use in your marketing.
- Read this article about how to leverage ENZ digital campaigns. You will need to be registered and signed in to the Brand Lab to access it.
- Share the Q&A videos from the campaign on your social media channels. ENZ will be creating a spreadsheet with all the YouTube links to make this easy for you navigate and choose the most relevant videos for your audiences. Watch this space or sign up to the Brand Lab to get a notification when this becomes available.
- Download ENZ’s 2019 Digital Marketing Calendar from IntelliLab. The calendar explains our key dates and strategies for each of our target markets. You will need to be registered and signed in to IntelliLab to access this.
- If you are an education agent, join ENZ’s AgentLab. This new platform was launched this year. Gain access to online training courses, news, webinars and ENZ updates.
NZ-China education relationship strengthened
Chief Executive Grant McPherson says the Joint Working Group is a valuable mechanism for maintaining the long-standing education relationship between the countries, which dates back nearly 20 years.
“Joint initiatives including the innovative Tripartite Partnership, bring together our governments, as well as our researchers, educators and students and leverages New Zealand’s research strengths.”
The Secretary for Education, Iona Holsted, co-chaired the Joint Working Group meeting and led the New Zealand Delegation, with ENZ Chief Executive Grant McPherson and NZQA Chief Executive Dr Grant Klinkum. The Chinese delegation was led by the Vice-Minister of Education, Tian Xuejun.
A key outcome of the meeting was the signing of a Strategic Cooperation Arrangement by the New Zealand Qualification Authority’s (NZQA) Chief Executive, Dr Grant Klinkum, and Director General of the Chinese Service Center for Scholarly Exchange (CSCSE), Mr Jiacai Cheng.

Dr Klinkum commented that: “This refreshed agreement reflects the value both organisations place on mutual cooperation regarding the exchange of information and qualification recognition arrangements.”

“As part of our future work together, the two agencies have agreed to establish a working group to better understand the opportunities and challenges related to recognising online qualifications.”
Universities New Zealand representative Rebecca Needham said the Joint Working Group meeting was a timely reminder of the breadth of initiatives that continue to strengthen New Zealand's education links with China during a time of limited international mobility.
“The meeting was a valuable opportunity to undertake some deeper thinking about areas of longer-term cooperation, while continuing to celebrate the Chinese Scholarship Council students who are able to continue their study in New Zealand following the recent PhD border exceptions,” Needham said.
Chair of the International Working Group for Te Pūkenga, Tony Gray, said he was pleased to see the “genuine enthusiasm” at the Joint Working Group meeting to further develop tertiary education partnerships.
“There are many potential opportunities to collaborate with China as it implements its 2019 National Implementation Plan for Vocational Education Reform. There is real interest [from China] in understanding New Zealand's key vocational education and applied higher education practices and pedagogy,” Gray said.
“The Joint Working Group between China and New Zealand highlights the strength of our strategic education partnership and provides further impetus for key projects that are mutually beneficial,” ENZ Director – Greater China, Miranda Herbert, says. “It is pleasing to see that we’re both heading in the same direction with our internationalisation goals.”
Get ready for NZIEC 2018
Previous NZIEC attendees should keep an eye on their inboxes this week for a special link to confirm their place. Registration for everyone else will open next week.
With only 600 places available, we expect a sell-out event, so be sure to get in quick to avoid missing out!
What’s on offer at NZIEC 2018?
NZIEC 2018 centres on the theme of Inspiring Global Citizens, and how we can leverage our international education activity to foster global citizenship across the diverse communities of New Zealand.
We’ll kickstart conference by exploring how we can have global impact from New Zealand with our Inspire Keynote Speaker Yoseph Ayele, Chief Executive of the Edmund Hillary Foundation.
The digital journeys of international students will be under the microscope by Dr Shanton Chang from the University of Melbourne. Dr Chang will share his surprising insights into the online behaviours of international students as they move across countries.
We’ll investigate what our industry can learn from Xero’s Anna Curzon as she outlines how we can develop partnerships for global success. The Xero experience in developing partnerships with customers, partners and others has helped make it Forbes’ Most Innovative Growth Company for two consecutive years.
L-R: Yoseph Ayele, Shanton Chang and Anna Curzon.

We’re also bringing the international student voice into our plenary sessions with international students talking to delegates about their experiences living and studying in Aotearoa. We anticipate this will provide interesting and heartfelt life stories that delegates can reflect upon.
Our Expo Hall has sold out with an amazing array of partners joining us to connect and engage with delegates over the two days. And, as ever, we have a surprise or two up our sleeves – stay tuned in the lead-up to conference to find out more!
Programme format changes
This year, we’ve put back-to-back complementary breakout sessions together into 1hr 20-minute sessions. While you are still free to sneak between sessions, we hope this format will help reduce the amount of time you have to spend navigating around the venue and allows you time to really focus on a particular theme.
We’ve also staggered the timing of our pre-lunch breakout sessions, with some starting 15 minutes earlier than others to help reduce those dreaded lunch queues.
Pre-conference workshops
Remember to check out the pre-conference workshops offered by our programme partner, AFS New Zealand. These workshops are a great way to grapple with global competence in an in-depth way prior to conference kicking off the following morning. You can register for these breakouts direct with AFS or during registration.
About NZIEC
The 27^th New Zealand International Education Conference and Expo (NZIEC) will be held at Te Papa in Wellington on Thursday 9 and Friday 10 August. Pre-conference workshops will be held on the afternoon of Wednesday 8 August. Find out more about NZIEC at www.nziec.co.nz
NZIEC and SIEBA partner for the school sector
ENZ is pleased to welcome SIEBA as NZIEC’s programme partner, offering a range of sessions and workshops of value to school sector delegates.
SIEBA is the association for international education in New Zealand schools and has more than 350 member schools across the country. It has become an influential agency both within New Zealand and internationally.
NZIEC will be this year’s most important event for international education professionals in the school sector. The programme features a wide range of sessions specifically designed to add value for delegates from primary and secondary schools.
Dr Stephen Holmes, one of the world’s foremost experts on school marketing and reputation, will lead two workshops on ‘Authentic Marketing’ and ‘Evidence Led Positioning and Planning’ and offers school delegates the opportunity of one-on-one sessions during NZIEC.
Attendees will also gain valuable market insights from Japan, our Country of Honour, and can hear about the new school sector strategy for Vietnam and how to get involved.
Back by popular demand is the SIEBA schools’ luncheon, an opportunity to gather with sector colleagues to hear inspirational speakers and to network.
You will be able to meet with the SIEBA team during the conference as they will have a stand in the EXPO.
Have you registered yet?
If you still haven’t registered, make sure you don’t miss out. Places are filling up fast. https://www.nziec.co.nz/registration
NAFSA CEO to deliver opening plenary at NZIEC KI TUA 2024

NZIEC KI TUA 2024 is set to welcome rich, global, and indigenous perspectives on international education with the announcement of its opening plenary and keynote speakers over two days of the conference.

NAFSA CEO and Executive Director of NAFSA Association of International Educations, Dr Fanta Aw, will deliver the opening plenary at NZIEC KI TUA 2024 inTe Whanganui-a-Tara, Wellington from 6 – 8 August.

NAFSA Association of International Educators (NAFSA) CEO and Executive Director, Dr Fanta Aw will deliver the opening plenary. Experienced leader in business, community development, governance and technology, Elle Archer (Ngāti Tamaterā, Ngāti Maru – Hauraki Whānui katoa, Ngāti Raukawa, Ngāti Porou, Ngāpuhi, Ngāi Tūhoe) will deliver a keynote address on day two of the conference.

Dr Aw will speak about the role international education can play in a time of global challenge and the global dimensions of our international education sector. Since 1996, Dr Aw has been a dedicated member and leader at NAFSA, which is the largest association serving international educators worldwide.

From 2013 to 2016, she served as NAFSA’s President and Board Chair. Dr. Aw is a recognised and highly respected figure in the fields of international education and higher education administration. Originally from Mali, West Africa, Dr. Aw has resided in both East and West Africa, as well as the United States, fostering a broad and diverse cultural perspective. Her passion for global experiences has led her to explore nearly 60 countries. Dr. Aw is a frequent keynote speaker, sharing her expertise on various topics including international educational exchanges, diversity and inclusion in higher education, and U.S. immigration. 
Keynote speaker Elle Archer’s address will draw on her experiences from a number of global initiatives across engagement, cultivating curiosity, intergenerational fairness, and learning futures. Her address will take the audience on a journey from our own backyard to global kaupapa and focus on activating our connection to the world. This also fits into a portfolio of mahi that she has been involved in: Futures Now - Activating Societal Shift, Embracing Kotahitanga.

Elle Archer will be a keynote speaker at NZIEC KI TUA 2024
Archer is an experienced speaker, facilitator, innovator and strategist, empowering people to achieve outcomes for the betterment of purpose. She holds roles as Heamana Whakahaere Executive Chair, Chair, Managing Director, Board Trustee and Kaiarahi for a wide range of organisations nationally and globally. She has been involved in iwi, business, industry, government, and community development for 27 years, with a background in science, geospatial technology, education, infrastructure, economic development, and emergency management. She won the ‘High-Tech Inspiring individual for 2024’ award at the NZ Hi-Tech awards.

Register now

Registrations are open for the 31st New Zealand International Education Conference KI TUA (NZIEC KI TUA), which is being held in Te Whanganui-a-Tara, Wellington from 6 – 8 August 2024 at Tākina Wellington Convention & Exhibition Centre. This year’s conference theme is NZIEC KI TUA – Te Ara ki te Ao*
You can register now at NZIEC KI TUA 2024. For an updated programme visit our website.

A spotlight on NZIEC KI TUA 2024 Partners

We are delighted to bring you the NZIEC KI TUA Experience Garden, which will give you the chance to engage and connect with a few of our conference partners in a number of exciting ways!

Join us for the NZIEC KI TUA Welcome Function on Wednesday, 6 August brought to us by Te Herenga Waka — Victoria University of Wellington and Te Kunenga ki Pūrehuroa Massey University.

This year, we start both conference days with a Networking Breakfast; join TOEFL, at the International Education 101 session on our first day and Host Families on Thursday morning for an informative session with Celia Coombes from Immigration New Zealand.

Immerse yourself in the world of ‘Flywire live illustrators’, who will breathe life into our core conference themes and explore how collaboration will shape the future of international education.

Visit and connect with idpconnect and IELTS in their own partner lounge.

Savour a bold barista coffee from Student Safe

Need to make a powerful first impression? Visit the Pearson Photo Booth for a professional LinkedIn profile photo taken by Wellington-based professional photographer Rebecca McMillan

Edified is partnering with Kāpiti’s Otaraua Nurseries to help NZIEC KI TUA in our commitment to sustainability; for every delegate registration, we will plant a native tree, fostering a greener future for generations to come.

Prepare to embark on an extraordinary journey through the NZIEC KI TUA 2024 Experience Garden and unlock a world of activations and inspiration.

We hope to see you there!
NZIEC KI TUA 2023 programme announced!
The New Zealand International Education Conference 2023 brings together practitioners and leaders from across New Zealand’s international education sector to look to the future and explore strategies for growth.
Our keynote speakers include:
- Helen Souness: Pathway to the future
- Dr Hinemoa Elder: Māori stories for global learning and teaching
- Dr Stephen Holmes: Post-pandemic insights from international students and parents
- Yemi Penn: Igniting your rebellious curiosity
- Dr Paul Spoonley: International education in 30 years
- Bridget Williams: International education and the sustainable development goals
- Sharon Zollner: The national and global economic outlook for 2024
- Kaila Colbin: Future of education
The conference also includes a range of energising breakout sessions hosted by experts in the sector, centred on the themes of Marketing Smarts, Growing Global, Authentically Aotearoa and Fresh Offerings.
Breakouts include Excellent experiences – Spotlight on student experience insights hosted by Marie Clark and Ross Crosson, ChatGPT, now what? Pitfalls and opportunities of AI in student recruitment hosted by Audrey Voon, Ko wai koe? Building indigeneity into your internationalisation strategy hosted by Monique van Veen and The intersection of EdTech and traditional education hosted by an expert panel.
Check out the full programme here: https://www.nziec.co.nz/agenda
We look forward to seeing you at NZIEC KI TUA 2023, register today: https://www.nziec.co.nz/registration
Event registration update
Upcoming events in the following markets are open:
- Europe (EAIE)
- India
- Indonesia
- Korea (inaugural New Zealand fair)
- Malaysia
- Thailand (OCSC Fair).
Registration for ENZ events in Japan and Thailand has now closed.
For more information and to register, see www.enz.govt.nz/events
Reminder of new data collection requirements
Private Training Establishments who do not receive SAC and/or Youth Guarantee funding from the Tertiary Education Commission, and are also signatories to the Code of Practice for the Pastoral Care of International Students are reminded that they are required to submit new data on their international students from 31 March 2016.
The August 2015 change to the Private Training Establishment (PTE) Registration Rules made it a condition of PTE registration to submit specific data to the Ministry of Education.
Consultation with exempted PTEs
A temporary exemption was granted to PTEs that provide English Language training only. For further information on the exemption please refer to the NZQA website.
An independent facilitator, Pania Gray of Kororā Consulting, is consulting with exempted PTEs on their approach to the new data collection requirements. Pania is consulting with exempted PTEs who are members of English New Zealand, via this representative body. Exempted PTEs who are not members of English New Zealand, and who would like to discuss the issues with Pania, are invited to contact her at: pania@kororaconsulting.co.nz.
Background about the data collection project
The Ministry of Education, Education New Zealand and the New Zealand Qualifications Authority (NZQA) have been working on a project which will gather better information from Unfunded International Education Providers (UIPs) using an automated data collection system.
The aim of the data collection project is to provide better market insights and analysis, and more targeted risk assessments, that will to help inform plans and activities relating to international education.
Good data and in-market intelligence can influence government strategy and policy, and enable informed data-driven decisions to be made. These decisions can work to the benefit of international education providers, international students and the wider international education industry.
More about the data and how to submit it
The UIP Data Collection – SMS Specification document explains which providers are required to submit data and how the data must be submitted.
Further information is available on the Services for Tertiary Organisations (STEO) website.
If you have any questions, or need clarification on who the exemption applies to, please email UIP.Datacollection@education.govt.nz.
The rule change took effect on 1 March 2016 and the new data must be submitted from 31 March 2016. If you require assistance with setting up the data return, please email UIP.Datacollection@education.govt.nz.
ENZRA fairs in India
To register, select the event you want to attend online, click ‘Contact Us’ and enter your details. An email will go directly to the agent who will provide you with a registration link. Registration for ENZRA fairs will be on a first in first served basis.
Register here
Ministers to address NZIEC 2018
Chris Hipkins

NZIEC 2018 marks Chris Hipkins’ first address to conference delegates as Minister of Education, after speaking to delegates last year in his capacity as Opposition Spokesperson. Minister Hipkins will be outlining his priorities for the international education portfolio on Friday morning.
Minister Iain Lees-Galloway will be speaking for the first time at NZIEC and is scheduled to address delegates on Thursday morning.

ENZ Chief Executive Grant McPherson welcomes the involvement of the Ministers in NZIEC.
Ian Lees-Galloway

"The involvement of two of the most important Ministers for international education at NZIEC shows the importance of our annual hui for industry. We are delighted to welcome both Ministers to NZIEC 2018.”
Held over two days, NZIEC 2018 focuses on the theme of Inspiring Global Citizens. It features a sell-out crowd of 600 delegates and the largest number of industry presenters yet.
If you aren’t attending conference, you can follow developments on Twitter with the hashtag #nziec. We will also be reporting on conference news in the E-News following conference.
NZIEC 2018 sold out
Registration for NZIEC has closed. Due to venue capacities, we are unable to accept any more delegates.
Email nziec@verve.co.nz if you would like to be added to the registration waitlist.