Source: Ara Institute of Canterbury
Ara Institute of Canterbury has launched its first major independent brand campaign since 2020, marking a confident step toward full independence in 2026.
Titled ‘Get Set’, the campaign puts the focus on learners who are ready to take the next step – even if they’re still figuring out their options.
It’s a message of momentum, confidence, and possibility, designed to meet ākonga (students) at the starting line and support them from day one.
“At Ara, we’re more than an education provider – we’re the catalyst that transforms ākonga ambition into real achievement,” said Carl Pavletich, Manager – Local and Global Marketing.
“This campaign harnesses ākonga hopes and showcases how Ara provides the skills, confidence, and support needed to help them ‘get there.’”
More than 30 programme-specific ads are now live across the South Island – on billboards, buses, digital screens, and social media.
A new television commercial, filmed on Ara’s North Green and featuring real ākonga launches today across YouTube and On Demand platforms.
The campaign will also highlight the full student experience, including learners who balance study with mahi (work), whānau, sport, volunteering, and side projects.
It positions Ōtautahi Christchurch as New Zealand’s ‘Capital of Cool’ – a creative, collaborative city that’s increasingly attracting young talent.
“This is more than marketing – it’s a statement,” said Deanna Anderson, Head of Marketing and Recruitment. “Ara is direct, adaptable, and unapologetically real. Our story is unmistakable – we’ve been fueling this thriving region with skills for 120 years.”
As Ara transitions out of Te Pūkenga, it reaffirms its identity as a proud, local provider rooted in the thriving Waitaha (Canterbury) region and driven by hands-on learning, strong industry links, and a deep belief in every ākonga’s potential.