The campaign, launched at June’s IET Summit in Cairns, was developed after several months of market research into the motivations of students choosing Queensland, and looks to leverage those points to meet the state’s target of increased market share.
“Our international education industry has grown by around 12% in the last year”
“More students from across the globe are choosing to travel to Queensland every year, and our international education industry has grown by around 12% in the last year,”Kate Jones, ministerial champion for international education, said at the launch.
“We know we can do more to support the student experience and ensure sustained growth in the future. This campaign is all about capitalising on our great foundation to increase our share of the international education market.”
As part of the new campaign, TIQ’s international education and training unit has also been rebranded as Study Queensland, bringing it in line with other state and city-based departments.
The campaign will see the rollout of an upgraded website, digital channels, collateral and campaigns, while plans are underway for grants to be allocated for regional hubs to implement the new branding.
In addition to the new campaign and branding, the Queensland government also announced $700,000 in funding for education consortia throughout the state.
“This includes funding to ensure the future of the Brisbane Student Hub until 2020 as well as an initiative to promote Queensland in South Korea,” Jones said.
The IET Summit attracted more than 240 delegates from Queensland and around Australia.