News and Opportunities
Future Unlimited launches global campaign
10 May 2013
Austrade is seeking partners for an innovative global campaign to be launched on 1 October 2013, featuring an online competition, with a captivating prize aimed at inspiring international students to choose Australia. The campaign will see Australia’s international education sector, leading corporates and the Australian Government come together to creatively engage international students under the national brand, Future Unlimited.
The campaign will be promoted through an advertising program in leading markets, by leveraging key communications channels, allies and networks offshore, and through a dedicated public relations plan that capitalises on the qualities of the prize package.
Austrade will launch an interactive, digital campaign to promote Australian education on 1 October 2013. The campaign will see Australia’s international education sector, leading corporates and the Australian Government come together to creatively engage genuine, prospective international students, increase consideration of Australia, and build the association between an Australian education and future success.
The campaign will invite prospective international students to enter an online competition to Win their Future Unlimited. To win, students describe their future aspirations and how an Australian education can take them there, in a digital postcard addressed to their future selves. The competition will be hosted on a mobile-responsive microsite within www.studyinaustralia.gov.au
One winner will be awarded the major prize pool, anticipated to include free tertiary tuition in Australia for a year, accommodation, a bursary of $10–15 000, health insurance, return flights to Australia and an internship.
Seven weekly finalists will be flown to Australia in early December and at the conclusion of their visit to participating institutions, the winner will be selected by an illustrious judging panel, to include a number of Australia’s best-known international alumni.
The prize itself and the judging process are designed to attract high interest among entrants, generate PR interest and serve to underline the association between an Australian education and future success. Secondary prizes will be offered to the People’s Choice Award (the entry which receives the most votes in social media) and the international student who encourages the most entries by others.
An extensive marketing program is planned from 2 September to 19 November 2013 to secure entries to the competition. Target markets for paid media will include Indonesia, Vietnam, Brazil, Turkey and the Philippines, with targeted promotion through cooperative marketing channels and networks in China, India and South Korea.
The campaign will continue until December 2014, during which time the winner will communicate about their experiences in Australia through a legacy microsite.
Austrade invites expressions of interest from institutions and corporates seeking to partner with it in the campaign. Expressions of interest close 29 May 2013.
For further information about this opportunity, visit the Future Unlimited digital campaign page.