Study Gold Coast wanted to change perceptions and highlight the Gold Coast as a welcoming and safe study destination for local and international students, supporting the marketing efforts of the major Gold Coast educational institutions.
The Gold Coast is home to a diverse mix of 25,000 students from 130 nations.
Our content mission was to Celebrate Diversity as we set about re-framing the way people think about the Gold Coast.
We highlighted the Gold Coast’s forward-thinking education facilities and diverse mix of students and invited students internationally to join #OURHUMANRAINBOW.
We placed the students at the heart of the content-led campaign and across all creative outputs.
Hero films featuring international students meeting locals for the very first time in an embrace.
A human rainbow created on the beaches of the gold coast with live crosses from sunrise on 7.
A website with 30 individual student story films.
Advocacy and PR.
YouTube reach 4.2million and 1.6M views
Facebook and Instagram total reach 3.6M+ uniques / CPC $0.06 / CTR 4.61%
6.9% Youtube CTR (benchmark 1.5%)
44,000 social media actions (Facebook and Instagram)