Gold Standard for Education New Zealand

The Public Affairs Asia Gold Standard Awards celebrates and showcases the achievements of companies, governments, and diplomatic missions in the Asia Pacific region. 

In Hong Kong to receive the award, Ziena Jalil, ENZ Regional Director for South and South East Asia said: “It’s fantastic to receive this recognition from industry peers against some very tough competition and for a campaign that has only really been running for a year.”

The awards attracted more than 200 entries and were presented at a gala ceremony attended by a host of senior professionals from corporate affairs, communications agencies, NGOs, the media and the diplomatic service.

“Our campaign aimed to build New Zealand’s reputation in India as a high quality education destination. It’s really exciting and satisfying to see the strategy translate into student numbers. India is now the fastest growing source of international students to New Zealand.”

The Think New: Think New Zealand campaign weaves together multiple strands of activity focused on three strategic themes: deepening government relations; targeted business development initiatives; and an intensive integrated PR and marketing campaign.

“Our strategy focused on consistent messaging and leveraging advocates across key states in India. The Think New brand launched in November 2013, introducing messaging and visuals focused on the concept of ‘new’ to better promote New Zealand.

“We also worked closely with other agencies including the New Zealand High Commission and Immigration New Zealand to support the messaging in-market. The changes to students’ work rights policy implemented in January 2014 were followed by joint ENZ/INZ communications in India creating greater awareness of the change,” said Ziena.

Recognising India and New Zealand’s shared love of cricket, popular Indian Premier League coach of the Chennai Super Kings and former New Zealand Black Caps cricket captain Stephen Fleming joined the campaign as a brand ambassador.

Stephen was integral in raising awareness through digital competitions, media events, scholarship announcements, school roadshows, education fairs and networking functions. He attracted thousands of potential students and stakeholders, taking the time to talk to people about the benefits of education in New Zealand

We worked to turn challenges into opportunities - during New Delhi’s summer heat and Mumbai’s monsoon, we took to the shopping malls with the Think New campaign, capturing the crowds as they escaped the weather.

Business development opportunities continue to be explored both in India and New Zealand with ENZ presenting regularly at industry conferences around India, sharing New Zealand’s strengths with key business people. Several new scholarships have been established for study in New Zealand, linked to post-study work options that will establish valuable connections between both countries.

Brand awareness has increased by 33 percent in India and New Zealand education featured in over 700 print and online media from October 2013 to July 2014.

Indian student numbers in 2013 increased for the first time in three years and student visas issued to Indian nationals increased 83 percent between January and July 2014.