Education New Zealand has revealed a new marketing campaign designed to attract international students back to the country after the borders reopen on 31 July.
The “I AM NEW” campaign centres on the stories of eight international students, from China, Colombia, Germany, India, Japan, Thailand, USA, and Vietnam, who share their experiences of study and life in New Zealand.
As part of the campaign, the students collaborated with award-winning Māori fashion designer Kiri Nathan to design an education garment, or “kākahu”, that embodies the key cultural values of manaakitanga (care of people), kaitiakitanga (care of place), and the “pōtiki” spirit of youthful energy and finding a better way.
“The traditional academic gown worn by students when they graduate is a symbol of achievement, capturing a snapshot in time,” says Ms. Nathan. “Our kākahu symbolises not only this attainment, but most importantly the cultural journey these students have undertaken and will continue throughout their lives. Their experience in New Zealand has changed them, weaving and sharing the values of Te Ao Māori into the unique cultures of their own homeland. The final kākahu designs are a unique collaborative effort, globally-minded and inspiring – just like the students.”
Central to the campaign is the idea that education in New Zealand extends beyond the attainment of academic qualifications.
“What we offer global students is an opportunity to experience something new, different, and ongoing,” says Education New Zealand Chief Executive, Grant McPherson. “It is a new perspective that redefines success in global education beyond degrees and academic achievement and builds greater understanding of the value of continuous learning throughout life.”
The campaign was launched at NASFA 2022, the world’s largest international education conference and Expo in Denver, Colorado. The campaign will roll out across New Zealand’s key partner countries from 2 June 2022 and will run for 12 weeks initially.
