‘Start your story here’ campaign for international students

‘Start your story here’ reflects international students’ awareness of the need to futureproof their careers, and invites them to create their own distinctly Kiwi story while studying at our top-100 globally ranked University. The tagline also speaks to New Zealand government and public concerns about graduating international students potentially displacing Kiwi jobseekers during this period of higher unemployment. Government datasets show that, in fact, only one in three international graduates remain in New Zealand long-term, with the remainder returning home or finding employment elsewhere as truly global citizens.

The campaign will be seen by students in India, Vietnam, Malaysia, and Indonesia in the first phase, then will roll out in China from mid-February 2021. The primary message, with creative developed by agency Wunderman Thompson, focuses on the expectations of employers and industry, and was developed from the feedback of students from China, India, Pakistan, Cambodia, Nepal, Brazil, Papua New Guinea, and Saudi Arabia. The International Office also sought input from our valued partners Auckland Unlimited (formerly ATEED), Talentwire, the University of Auckland Centre for Innovation and Entrepreneurship, and Career Development and Employability Services.

The University of Auckland campaign complements the ‘Think New’ brand strategy from Education New Zealand, which draws on the strength of New Zealand’s future-focused education system and leverages our strong reputation among international students as a result of our country’s successful management of the pandemic crisis.