Yesterday, the Chair of Experience Gold Coast The Hon Rob Borbidge AO launched a new student attraction campaign showcasing learning, but not as it is traditionally.
Borbidge, at the PIELive conference said earlier today “We are an ambitious city that is forward-thinking – inspired by our remarkable lifestyle and driven by opportunity.”
“Recently we brought together the city’s education, arts, culture, events and tourism sectors under the umbrella of Experience Gold Coast to create a unified strategy that aligns our goals to offer premium experiences for those who choose to study, visit and live here and I’m proud to say that our first international campaign is for education – and where better to launch it than at The PIE Live: Asia Pacific? “
“At a time when international education is facing challenges right across the globe, our sector will continue to set the benchmark for support, not only for those who are here now on the ground, but those who want to come to the Gold Coast – and that includes lobbying for reduced visa fees and more, not less, enrolments.” He said to rapturous applause.
“We know that the current decisions impacting on international student enrolments are not based on sound judgement and that it won’t be long before wiser counsel will prevail. Until those changes are made it’s vital to keep the Gold Coast front of mind for prospective students as a destination providing high quality education against the backdrop of a dynamic and beautiful city that offers an unbeatable lifestyle.”
“Our new student attraction campaign is unlike anything we’ve seen in education before – a cinematic series of films that show students from various disciplines studying in the classroom, only to reveal that all is not what it first seems.”
“As each film pulls back from close up to a wider view we see that Australia’s Favourite Classroom is surrounded by a stunning natural environment.”
“The juxtaposition of the study discipline within a stunning, yet incongruous environment will capture people’s imaginations while contemplating the reality that they really can study in a destination as beautiful and amazing as the Gold Coast.”
The campaign is designed to be both inspirational and aspirational with each film depicting a study discipline that is highly desirable to their respective international markets.
Experience Gold Coast is partnering with IDP globally with the campaign launching today in Brazil and Latin America, before rolling out across other key established and emerging markets for the Gold Coast like China, Japan, Vietnam and Thailand over the coming months.
You can see one of the videos below and The Koala thanks Experience Gold Coast for releasing the content.
