3 August 2016 at 9:00 am
NZ education features in Malaysia newspaper
A prominent eight-page promotional feature on New Zealand as a world-class education destination recently featured in The Star, the largest English-language newspaper in Malaysia.
“New Zealand offers one of the top-ranked education systems in the world,” said Jane Goh, Education New Zealand (ENZ) Marketing and Strategic Relations Manager in Kuala Lumpur.
“Unfortunately, the strengths of the New Zealand education system go relatively unrecognised or have low awareness in Malaysia, especially compared with its growing popularity in China and India.”
Jane said this represents a significant opportunity in Malaysia for institutions prepared to invest time and effort into student recruitment and partnership development. She called Malaysia “a promising but largely untapped” market.
“Malaysia is not only a vibrant market for recruiting international students but it is a popular international studying destination for Asian students and students from Islamic countries.”
Jane said there needed to be a consistent, industry-wide strategic approach taken to the Malaysia market to highlight New Zealand education quality.
“We decided to invest in a promotional project that included a series of key messages about New Zealand education, current students and alumni stories, as well as an overall picture of studying and living experience in New Zealand.”
ENZ played a major role in this project and worked closely with The Star, the largest local English newspaper in circulation.
“We wrote the content and edited several interviews into stories. The key intent was to position New Zealand as a world-class education destination.
“We wanted the market to know about our internationally renowned universities, our learning experience and to hear from Malaysian students who have studied in New Zealand.”
Jane said she was pleased to get support from the University of Auckland, Canterbury University, Lincoln University, University of Otago and Southern Institute of Technology. These universities contributed their angle of story and paid for advertising.
The feature was published in late July, just before the series of NZ Education Fair and roadshows in Malaysia.
“We then continued this effort with a media roundtable on the 2 August, to discuss the importance of holistic education in today’s employment market.”
You can read the whole feature here.
