Case Study

What’s New With New Zealand

Think New Storytellers - Mumbai Fair with Stephen Fleming

THE CHALLENGE
Education New Zealand (ENZ) – the New Zealand government’s agency for the promotion of New Zealand as a study destination – knew that it needed to create new ways of engaging with India students to increase student visas and export earnings. Target audience research led to a key insight: Indians only thought of New Zealand as a tourist destination.

 

THE IDEA
‘Think New- Think New Zealand’ focused on showcasing the ‘new’ offerings of the country, while reinforcing the things that Indians already associate with New Zealand – adventure, outdoor experiences and most importantly, cricket. Using public affairs, public relations, advertising, consumer promotions and digital amplification, ENZ drove home the education message in an engaging and relatable way.

ENZ launched ‘Think New-Think New Zealand’, an integrated communication campaign designed to showcase all the ways in which the country was “new” (not just a tourist destination, more job opportunities, scholarships for niche subjects like sports) while reinforcing the things that Indians already associate with New Zealand—adventure, outdoor experiences and most importantly, cricket!

THE IMPACT
Using public affairs, public relations, advertising, consumer promotions and digital amplification, the campaign spoke about education in New Zealand (a relatively serious subject) using a lighthearted approach and drove home the education message in an engaging and relatable way. The collaborative effort led to a substantial increase in New Zealand student visas for Indians as well as considerable increase in awareness of New Zealand as an educational destination in India.