The Launceston City of Learning campaign has been developed by Launceston’s key education and regional development entities for the purposes of increasing the awareness and appeal of Launceston as a great place to live and learn.
The campaign aims to promote the City’s diverse range of secondary and tertiary educational institutions, however its primary task is to communicate to students and their key influencers that Northern Tasmania is a great place to live, work and study. To build a more positive view of the region, the COL campaign content promotes attributes and activities that research tells us are of importance to these target students. Students can elect to study just about anywhere in the world. Our task is to ensure that Launceston rates well in their consideration set.
The project itself commenced in 2009 and during this first stage saw the development of the campaign concept, the production of a motivational brochure and attendance at interstate careers expos. The campaign primarily focused on domestic school leavers looking to engage in tertiary study.
During 2011 the campaign has commenced stage two and has extended to the secondary school markets and will also target specific international markets for secondary and tertiary study. This is in addition to the existing focus on the domestic, particularly regional, markets. Stage two involves a far greater emphasis on digital and online communication incorporating a website, electronic direct mail and social media. The website can be viewed at www.lovelaunceston.com.au.
Authorised by the Provost
23 November, 2011