Department of Labour: Immigration New Zealand's MAGNET programme

Rapport Advertising and Marketing

ENTRY INFORMATION

Category: Business and Consumer Services
Country where program ran: New Zealand
Date program started/ended: 1 October 2007 – 31st March 2009

Product Description: MAGNET is a marketing programme created by Immigration New Zealand to attract skilled migrant labour to work and live in New Zealand.

Advertiser/Client Name: Department of Labour
Media Channels:
Website: www.newzealandnow.govt.nz

STRATEGY

Marketplace Challenge:

New Zealand Immigration is a division of New Zealand's Department of Labour, and as part of this government body is tasked with, among other objectives, expanding the workforce via the attraction of skilled migrants into the country.

Since 1991 New Zealand has seen a net loss, year on year, of our working-age population. Attached to this, New Zealand's unemployment rate, as a percentage of the total population, has fallen dramatically since 1998, and is currently one of the lowest in the OECD at under 4% in 2007 (4.6% in the December 2008 quarter).