Award: CAMPAIGN CATEGORIES \ C04. Best Trade Show/Exhibition/Conference

UNSW Sydney is a global institution, delivering outstanding teaching and cutting-edge research. As a part of the University’s ambitious 2025 Strategy, India was identified as a key market for the development of their global footprint. 2018 marked the beginning of the University’s global recruitment and brand strategy makeover, with their first India Open Day events across four cities in India.

For the launch, students and parents were invited to an event unlike anything the region has seen within the education sector. It was unconventional in its approach, moving away from a trade show for recruiters and towards creating an immersive experience for the audience.

Rather than placing energy in the traditional offerings, the team focused their efforts on “What Makes You Employable”. All aspects of the event touched on this theme, by emphasising the many ways being part of the UNSW community can prepare students for life both during and after university.

By challenging the norm, UNSW produced a user-focused event series to fulfil the objectives of creating an experiential campaign. This approach succeeded in driving on-the-day conversions and incredible media attention, while raising the University’s brand awareness across the Indian and global market.