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3 May 2018
Indian students with creative flair are being tempted to live and study in Wellington thanks to a new online WREDA marketing campaign titled Create Your Future.
WREDA’s Talent, Skills and Education Manager Brook Pannell says while India is Wellington’s and New Zealand’s second largest source of international students, awareness of Wellington as an outstanding education destination remains low on the sub-continent.
“The Create Your Future campaign, which goes live on 3 May, is a step towards changing this perception and opening up the Indian international student market for Wellington.
“The video campaign uses Facebook to target 16-25-year-old tertiary students interested in creative and tech programmes who live in the regions of Chennai, Delhi, Mumbai, Bangalore, Kochi, Pune and Kolkata.”
The Create Your Future video follows an Indian student in Wellington as she starts her day in a student flat, heads off to university to meet friends and attend classes, gain work experience and graduate.
“Research shows that Indian students are particularly interested in studying in a city that feels global, is safe and clean and has strong work pathways.
“The Create Your Future campaign ticks the right boxes by showing off Wellington’s creative opportunities to potential students and highlighting what Wellington’s safe, inclusive environment can offer them.
“At the end of the video, potential students get the opportunity to register for a series of emails outlining more details on the virtues of studying in Wellington,” Mr Pannell says
The Create Your Future campaign was timed to leverage Education New Zealand’s media work in India.
There were 715 Indian fee-paying students enrolled for study in Wellington in 2016.
WREDA is responsible for delivering the Wellington International Student Growth Programme, a multi-year initiative designed to increase the number of international fee-paying students in the region.
The Create Your Future video was made by Wellington’s Wrestler video production company, and the Media Agency used was OMD Wellington.