India Unplugged | 27th March 2020: Perspectives on India - NZ trade relations
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April 1, 2020
Education New Zealand bags the Gold Standard Award for Country & Trade Promotion.
14 Dec 2014
THE GOLD STANDARD AWARD FOR COUNTRY OR TRADE PROMOTION
THE WINNER: Education New Zealand: Think New - Think New Zealand
The New Zealand government, through Education New Zealand (ENZ), wanted to increase its share of 200,000 Indian students studying abroad annually. The number of Indian students in New Zealand had peaked at 12,000 in 2010 but fell consecutively in 2011 and 2012.
ENZ embarked on a campaign with Genesis Burson-Marsteller to address this decline between July 2013 - July 2014 focused on three pillars: deepening Government relations; targeted business development initiatives; and an intensive integrated marketing communications campaign. This was designed to reverse low awareness of New Zealand as a study destination and the ad-hoc nature of New Zealand promotions, which lacked consistent messaging that resonated with the market.
Subsequently, brand awareness increased 33% as measured by TNS Brand Research, New Zealand education featured in over 700 print and online articles with a PR value of over NZ$6m for print articles. More than 90% of articles featured at least two key messages and more than 80% quoted an ENZ spokesperson. Indian student numbers in 2013 increased (3%) for the first time in three years, student visa issuances increased 83% between January to July 2014, including a 123% increase in first-time student applications. ENZ business development initiatives secured more than 80 introductions for New Zealand institutions.
At least three formal agreements have been signed and several introductions are being pursued. ENZ’s strategy focused on consistent messaging and leveraging advocates across key states in India. A new brand - “Think New” - launched in November 2013, introduced messaging and visuals focused on the concept of ‘new’ to better promote New Zealand. ENZ worked closely with Immigration New Zealand (INZ) on policy changes to make New Zealand more attractive to international students.
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. Furthermore, Cricket is enormously influential in India, therefore ENZ appointed Stephen Fleming, a former New Zealand cricket captain and current coach of an Indian Premier League team, as a brand ambassador and introduced New Zealand India Sports Scholarships. Stephen was engaged in digital competitions, media events, scholarship announcements, school roadshows, education fairs and networking functions. He attracted thousands of potential students and stakeholders, successfully amplifying ENZ messages.