The University of New South Wales (UNSW) in Sydney, Australia is one of the country’s leading research and teaching universities.

To attract international students to this premier university, UNSW believed that it was important to place outdoor advertisements at international airports for maximum reach and visibility to their target audience.

Objectives

The University of New South Wales (UNSW) in Australia is a prestigious university that has world class programmes that attract international students from all over the world. It reaches out in Indonesia via the international airport gateways at the check-in counters, the digital screens before the boarding gates and captive audience at the baggage claim areas targeting only international travellers in the city’s capital. 

Highlights

Transform Lives was the key message in 2016 and UNSW had an impactful visual showing one person with two contrasting portrayal of a business person and also a graduate wearing a multi-faceted robe. This a great use of Outdoor Advertising to create a single arresting image that can be seen from a distance.

 

UNSW has to reach a variety of stakeholders as the commitment to study overseas is a life changing one and will also involve the student themselves, the parents and also various well meaning relatives, teachers and mentors, and advertising in the international airport means UNSW is able to reach these people in common since they will all have a world-view and will be travellers.

Outcome

UNSW only reaches out during student recruitment periods which is a short 1-2 months within in a year, while usually TPM Outdoor recommends at least 3 months to cover enough audience over a period of time, UNSW chose multiple locations within the airports to ensure high reach and repeated exposure to the audience that counts.

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