17 April 2014 at 9:00 am
Think New enters China
A new campaign has launched in China to grow awareness of New Zealand's world class universities.
It is the first major campaign to use ‘Think New’ brand and campaign concepts since their launch in November 2013.
Kathryn McCarrison, General Manager Marketing and Channel Development, says while the campaign messaging will be university focused, agencies will advise prospective students on New Zealand education as a whole.
“This campaign is designed to target those already aware of New Zealand as a study destination – and turn their general interest into active consideration by introducing prospective students to key agents.”
“These high-quality leads will go to high-quality education agents who can provide relevant information as students research New Zealand further. While the campaign messaging is university focused, these agencies are well informed about New Zealand and will introduce students to institutions offering all types of programmes and courses.”
“In the process, ENZ will continue to grow a database of students interested in New Zealand who we can stay in touch with.”
Kathryn McCarrison says as well as being the first major ‘Think New’ campaign in China, it’s also the first trial of a partnership approach with key education agencies.
“These agencies will amplify the campaign messages through their own networks, reaching many thousands more students.”
The campaign will run from mid-April to the end of June, building on the successful CIEET fairs, the Dragons in a Distant Land documentary and ongoing awareness-raising work underway in China.
Agencies responding to student enquiries are Shinyway, JJL, New Oriental Vision Overseas and EIC.
