New campaign to drive up international student recruitment

The British Council is pleased to announce a £1million boost of advertising for Study UK in 16 key markets in a bid to drive up student enrolment for 2020.  The campaign will also promote the incoming Graduate Route as a key incentive for international students

This campaign is designed to drive up late-stage applications to the UK and to convert those who have applied to take the final steps to enrolment in the UK in the Autumn.

Study UK is the national campaign to promote the UK as a first-choice study destination to international students from all over the world.

Education is the UK’s fifth largest export, with £12.8billion being generated by international students through fees and associated living costs every year.  Covid-19 is predicted to have a significant financial impact on the higher education sector if attempts are not made to mitigate its effects, with some commentators predicting a financial loss of £2.5billion.  The UK’s international education sector will therefore need to collaborate to rebuild recruitment in a challenging and uncertain post-pandemic environment.  

The advertising will run on digital platforms and social media from August until October in the following countries: 

China Thailand Vietnam Saudi Arabia
India Turkey South Korea Canada
Malaysia Pakistan Singapore France
Indonesia Taiwan Nigeria Germany

By including these last two key EU markets, the campaign will pave the way for future positioning of the UK study offer following the change in fee status for EU students from 2021.    

Ciarán Devane, British Council Chief Executive Officer said: ‘

This advertising campaign will enable the British Council with its international network to do even more to attract international students to the UK by promoting the benefits of studying in our four nations. As we respond to the challenges of Covid-19, it’s important to reassure prospective students that the UK is as open and welcoming as it has always been.