Ara launches ‘Get Set’ campaign as it prepares for 2026 independence
20 October, 2025
Ara Institute of Canterbury is putting the spotlight back where it belongs: on learners who are ready to take the next step – even if they’re still figuring out what that step looks like.
Launched this month, Get Set is Ara’s first major independent brand campaign since 2020, and a powerful signal that the institute is moving forward with purpose as it prepares to stand alone in 2026.
“At Ara, we’re more than an education provider - we’re the catalyst that transforms student ambition into real achievement,” said Carl Pavletich, Manager – Local and Global Marketing. “We know many students can be uncertain about their exact destination, and that’s why our brand strategy is to meet them at the starting line.”
“This campaign harnesses student drive and showcases how Ara provides the skills, confidence, and support needed to help them ‘get there.’ Get Set captures that energy: an active, simple message that speaks to the student journey and to our own future as we prepare for independence in 2026.”
Get Set is built on a simple, real-world insight: not every student starts with a five-year plan. But what matters is getting started and getting the right support from day one.
The campaign comes as Ara prepares to transition out of Te Pūkenga, re-establishing itself 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 the potential of every ākonga (student).
More than 30 targeted, programme-specific ads are already live across the South Island – on billboards, buses, digital screens and social media.
A new TV commercial, filmed on Ara’s North Green and featuring real kaimahi and ākonga, launched on October 20 across YouTube and On Demand platforms.
The message is clear: Set your sights. Get there with Ara.
The campaign also lifts the lid on the full student experience, highlighting learners who juggle study with mahi (work), whānau (family), sport, volunteering and side projects. The broader campaign frames Ōtautahi Christchurch as New Zealand’s 'Capital of Cool' – a creative, collaborative city that’s increasingly drawing young talent.
“This is more than marketing,” said Deanna Anderson, Head of Marketing and Recruitment. “It’s a statement. Ara is direct, adaptable and unapologetically real. Ara's story in the region is unmistakable; we've been fueling Canterbury with skills for 120 years.
As Ara builds toward independence in 2026, the message to students and families is simple: you don’t need to have it all figured out - you just need to get set.
Set your sights. Get there with Ara.
