With new funding laws meaning more competition, the Australian student marketing war to attract students is waging on both home ground and overseas.
In WA, Curtin’s brand is all about the future. The Curtin line, Make Tomorrow Better, promotes it as a future thinker. The campaign launch included a TVC featuring students with light bulbs instead of heads, and the line ‘you can always spot the brightest minds’.
“It positioned Curtin as innovative, and we needed to relate that back to what it means for students,” says Carriero. “Its message is about making your future, your career and your community better.”
Yole, whose agency The Brand Agency was behind Make Tomorrow Better, says the brand campaign “reflects the philosophy of Curtin – they are looking for people who can bring ideas into reality”.