The government is also conducting a medium-term to long-term review of visa policy through another review. So considering our [government’s action], I think the future looks extremely bright for Australia.

The PIE: Short-term streamlining of visa processing for university students; what does this mean?

QSP: It’s an interim measure. Knight said that it was possible in the short-term to look at [tertiasry students’] entry in a more relaxed category, subject to the universities complying with a strict range of conditions. This comes into operation in early April 2012. In the meantime we’re having a longer-term review of visas for all sectors. This is due by the middle of this year.

The PIE: So there will be more focus on institutions’ compliance to rules?

QSP: In terms of streamlining visa processing, the Department of Immigration oversees that, but as I understand it there will be criteria against which institutions will be judged. In 99.9% of cases they won’t have any problems. So that’s the philosophy – that there will be some balance of risk.

“That’s the philosophy – that there will be some balance of risk”

The PIE: Let’s talk about the new branding and campaign. How much was spent on the new video?

QSP: It was under AUS$400,000 which is extremely cost effective for such a high quality two-and-a-half minute video using the best Australian talent: M&C Saatchi, Animal Logic and composer Johnny Green. It’s a call to action around our new brand and reflects our change of positioning.

It’s no longer the ‘destination call’ – with the kangaroo. Future Unlimited, which we launched last year, is about ‘Where can an Australian education take you?’

The PIE: What made Austrade decide on the Future Unlimited brand?

QSP: Increasingly international students are looking for an ROI on their education and are looking for a better future. It’s one thing to receive their education here, the question is ‘then what?’. They are after relevant education in what is an increasingly globally connected world.

Future Unlimited, which we launched last year, is about ‘Where can an Australian education take you?’

We really believe that we have to incorporate this philosophy [in our message]. The Study in Australia logo served us well for over 10 years but we’re talking about a more sophisticated, better informed consumer – they are looking at prospects and want a demonstrable return on investment. And Future Unlimited takes us into new space.

The PIE: What else are you up to?

QSP: So we’re organising a careers fair in Shanghai with an online human resources company and Chinese, multinational and Australian corporates and Australian universities attending. Recent international graduates of Australian universities can post their CVs online prior to the event and come together in April to meet potential employers.

We’re looking to help raise recognition by employers of the value of Australian qualifications in one of the toughest job markets in the world. We are seeking to support Australian graduates who have returned to China. It’s saying ‘We are here to assist’.