As New Zealand opens borders to international students India A new global marketing campaign was launched for international students, emphasizing the unique features of the country. The country closed borders to international students for two years. The global campaign features the stories of eight international students from India, China, Colombia, Germany, Japan, Thailand, the US and Vietnam.
Among the 8 students is India’s Tiara Das, who is studying health sciences – psychology and neuroscience at the University of Otago in Dunedin.
Education New Zealand invited these eight students to work with world-renowned Māori fashion designer Kiri Nathan to collaborate on designing a new type of education apparel that embodies the cultural values that make New Zealand education unique. They are: Manakitanga (Caring for People), Kaitikitanga (Caring for Place), and the idolizing spirit of youthful energy and finding a better way. The narratives in the campaign focus on students’ experiences and goals, and explore topics such as work and career preparation, sustainability, and innovation through collaboration. It is a campaign authentically rooted in Te Ao Maori values.
“The traditional academic gown worn by students upon graduation is a symbol of achievement, capturing a snapshot in time,” says Ms. Nathan. “Our ‘kakahu’ (apparel) is not only a symbol of this achievement, but most importantly, the cultural journey these students have made and will continue to be for a lifetime. Their experience in New Zealand has transformed them, Te Ao Maori’s Weave and share values across the unique cultures of our homeland. Ultimate Kakahoo Design is a unique collaborative effort, one that is globally minded and inspiring – just like students do.”
Kiri Nathan is known for her extensive experience in the modern fashion world, influenced by her Te Ao Māori roots. She has developed pieces for international celebrities including Barack Obama, Beyoncé and the Duchess of Sussex.
The students were to share their experiences of studying and life in New Zealand and the benefits of weaving together the different cultures of New Zealand in particular.
Explaining the campaign, education New Zealand’s Chief Executive, Grant Macpherson, said, “When you study with New Zealand, you are invited to bring your whole self together. You benefit from our high quality education along with New Zealand’s cultural values that will prepare you for innovation, practical learning and the future.
“But we also know that New Zealand benefits as well. We want students to bring out their stories, our culture and our perspective so that we can learn from each other and build a future that is connected, strong and adaptable,” he said.
The campaign was launched as part of Education New Zealand’s participation in NASFA 2022, an international education convention and expo in Denver, Colorado. The campaign will begin on June 2 in New Zealand’s major partner countries and will initially last for 12 weeks.
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