The campaign is designed to drive up late-stage applications to the UK and convert students who have applied to take the final steps to enrolment in the UK in the Autumn, the organisation explained.
Between August and October, advertising across digital platforms and social media will target students in a number of Asian countries including China, India, Malaysia, Indonesia and Thailand.
“It’s important to reassure prospective students that the UK is as open and welcoming as it has always been”
It will also target two “key” markets in Europe – France and Germany – which paves the way for future positioning of the UK study offer following the change in fee status for EU students from 2021, the British Council added.
“This advertising campaign will enable the British Council with its international network to do even more to attract international students to the UK by promoting the benefits of studying in our four nations,” said Ciarán Devane, British Council’s chief executive officer.
“As we respond to the challenges of Covid-19, it’s important to reassure prospective students that the UK is as open and welcoming as it has always been.”
Other countries included in the campaign are Turkey, Pakistan, Taiwan, Vietnam, South Korea, Singapore, Nigeria, Saudi Arabia and Canada.
The campaign will promote the upcoming graduate work route for students as a key incentive in a bid to increase enrolment of students from overseas, whose fees and associated living costs add £12.8 billion to the UK economy annually.
The UK’s international education sector will need to collaborate to rebuild recruitment in a challenging and uncertain post-coronavirus environment, the organisation added.
It warned that the pandemic is predicted to have a significant financial loss of some £2.5 billion if attempts are not made to mitigate its effects.