Austrade reveals Shine with Australia campaign

The Shine with Australia campaign is targeting potential international students to choose to study with Australian providers either online, or offshore or onshore campuses.

With a targeted promotional spend designed to reach a potential audience of 31.6 million people, Austrade hopes the campaign to also act as a “pipeline” of new students as the sector seeks to recover and build long-term sustainability.

According to Melissa Banks, Austrade’s head of International Education Client Services, the campaign “encourages students to visit the Study Australia website, which now hosts a comprehensive course search tool, to explore their full range of study options”.

“We are so excited to share these stories of Australia’s international alumni”

More than 31,000 CRICOS-registered courses, along with online programs and scholarship information, are accessible on the search tool.

“[The Study Australia website] is a great starting point for students to explore the many quality options available, to start their Australian education closer to home right now, and plan for a transition to onshore studies,” she said.

“Australia continues to offer a high quality, globally-relevant education for those who choose to study with Australia, on campus, in their home country or online.”

Additionally, more than 12,000 Study Australia transnational education programs are on the search tool, including at branch campuses, partner provider campuses, offshore learning centres and student hubs worldwide.

“Historically, and certainly pre-pandemic, studying in Australia was the most widely known and best understood option among international students considering an Australian education,” Helen Kronberger, A/g manager of international education at Austrade told The PIE.

While the country’s TNE delivery is well established, the range and number of options and pathways available has grown significantly as a result of Covid-19 and “providers’ rapid, resultant advancements and expansions in online, hybrid and TNE delivery”, she continued.

The campaign’s wording – ‘Study with’ – provides “a better indication of the full breadth of branch campus, partner provider, offshore learning centre and online programs available – including the ability to start online and plan ahead for a transition to onshore studies in campus in Australia”.

“We are building futures together”

Additionally, ‘Study with’ and ‘Shine with’ are deliberately invitational and collaborative, Kronberger noted.

“Australia is proud to offer world-class education and training, while international students bring diverse perspectives, knowledge and skills to Australian classrooms, campuses, workplaces and community life. We are building futures together.

“We hope that students, their parents and international partners will choose to study with – and shine with – Australia, for a co-created future.”

Alongside Chi Vu, now global retail engagement product lead for Google, and Maria Margarita Maldonado at Facebook, other featured alumni include Ravin Mirchandani, executive chairman Ador Powertron and co-founder of AI solution company Acusensus, and Chrisanti Indiana, co-founder and CMO at Indonesian cosmetic site, Sociolla.

“We are so excited to share these stories of Australia’s international alumni, whose diverse study journeys and outcomes demonstrate both the quality of an Australian education and the breadth of opportunities available to study and shine with Australia,” Kronberger added.

The agency has been focusing on student outcomes recently, launching a Work Readiness micro-credential as well as a wider online employability hub.

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