Chinese influencers help promote Wellington

Chinese influencers help promote Wellington as student destination

Tapping into the power of Chinese social media platform WeChat, four key opinion leaders have helped launch a campaign to attract Chinese creative and digital students to Wellington.

Popular accounts neversaynever30, GoToNZL, Dxsczw and ParentsDaily are sharing a video highlighting the diverse nature of Wellington, ease of making friends, ability to talk directly to the course lecturer, as well as a vibrant learning environment, to their legions of followers.

Brook Pannell, WREDA’s Talent, Skills and Education Manager, says the aim of the video is to drive awareness of Wellington as an outstanding education destination, and one where students can gain life skills in an inclusive and safe city.

“The video is targeted to students aged 16-25 years-old living across China, looking for study options in the creative and digital sectors. Chinese students make up Wellington’s biggest international student group but according to visas issued the numbers of first time arrivals have recently dipped,” says Pannell.

“Many Chinese don’t know of the high-quality education and lifestyle we offer compared with our international competitors. We’re hoping the video shows them how modern and dynamic Wellington is – we’re more than a beautiful country.”

The video follows a typical day in the life of a Chinese tertiary student in Wellington, beginning his day with a run, completing course work and discussing it with his lecturer, visiting some of Wellington’s sights with friends, attending a networking and lecture event, and rounding his day off with a game of basketball.

In Wellington, each international student contributes an average of $33,179 to the regional economy. This equates to around $200 million to the economy and thousands of jobs for the Wellington region.

In the year ending July 2018, Valid Student Visas (‘first time’ and ‘returning’ visas) were up one per cent, to a total of 1,750 for the year.

“A high proportion of Chinese parents aspire to an overseas education for their children. In Wellington, international students can gain a world-class education, and learn directly from industry experts – as well as understand different cultures, make new friends, and enjoy our vibrant and diverse region,” says Pannell.

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 video was made by Wellington’s Wrestler video production company, and the Media Agency used was United Media Solution. You can view it here.

neversaynever30

A key opinion leader who is passionate about New Zealand’s lifestyle, and regularly shares her own feelings and experiences of New Zealand to motivate and inspire her followers. Her fan base is 200,000.

GoToNZL

A New Zealand account with around 80 per cent Chinese followers and 20 per cent New Zealand Chinese followers. The account provides New Zealand-related information about life, immigration, study, news and other issues. Fan base 180,000.

Dxsczw

An informational account for tertiary students, this key opinion leader provides study news, inspiring stories, and tips on managing emotions, time and tasks for those studying. Dxsczw focuses on university life in China and has accumulated a large fan base of tertiary students. Content tends to be a bit funny. Fan base is 250,000.

ParentsDaily

Parentsdaily was created by parents whose children are studying overseas. The content focuses on practical tips, especially for parents who are contemplating where to send their kids. The account is highly reliable and contains information like study guides, university information, policy changes, application tips and alumni stories. Fan base is 60,000.

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