Giving international students the chance to experience the exhilarating adventure New Zealand is famous for while they study is the aim of the first joint marketing campaign Tourism New Zealand and Education New Zealand launched on May 26 in Japan.
The two agencies have joined forces to attract young Japanese to New Zealand with the offer of up to $300 worth of adventure activities.
Every student who enrols with one of the 26 English Language Schools taking part in the campaign will get to experience some of the best adventures New Zealand has to offer. Activities range from a bungy jump in Queenstown to a jet boat ride on Auckland's magnificent harbour. The campaign will run through to June.
Tourism New Zealand's Chief Executive Kevin Bowler says international students contribute significant tourism dollars to the country by travelling during their study, and hosting their friends and family.
"The education market is a significant one, so it makes perfect sense for us to combine our efforts, and leverage the combined strength of the New Zealand brand as both an education and tourism destination, to convert more students to travel and study here."
Grant McPherson, Chief Executive, Education New Zealand says this campaign is a great example of the education-tourism opportunities which exist in New Zealand.
"Tourism New Zealand's flagship campaign 100% Pure New Zealand tells the story of this country's unparalleled combination of landscapes, people and activities. "New Zealand is one of the highest quality English language education destinations in the world but it is our setting which really makes us stand out from the crowd so it makes a lot of sense for the two agencies to join forces on a marketing campaign. I am excited to see the results."
The campaign challenges Japanese students already thinking about studying in New Zealand to take the next step and convert their general interest into actual enrolment.
Japan is currently New Zealand's fourth largest source country for international students but there is potential to grow this market further. The Japanese government has an increased focus on international education and improving English language skills in the lead up to hosting the 2019 Rugby World Cup and the 2020 Summer Olympics. ENZ is working on realising that opportunity.
There are plans to roll out similar campaigns in other countries including Brazil in the coming months.
For the original release, please click here.