The digitally-led Study London campaign, which launches on June 12, will “mirror core messaging” from the British Council’s Study UK campaign – albeit with a London focus.
It will “set the record straight on popular misconceptions”, London Higher said, and will feature stories from real-life students and graduates to show what being a student in the city is really like.
The campaign will host content on major social media platforms like Instagram, TikTok and LinkedIn to promote London as the “premier global destination for students seeking world-class higher education…and unrivalled career prospects”, it added.
“The Study London campaign aims to restore confidence in London as a safe and welcoming city and show the true cultural diversity and inclusivity of the capital, and by extension the wider UK,” said London Higher’s chief executive officer Diana Beech.
“With over 50 higher education institutions, including two of the world’s top universities, London is one of the UK’s biggest export successes”
Jo Johnson
“Study London is about using the best tool the UK has – the draw of its capital city and world-leading higher education institutions – to boost its international competitiveness,” she added. “We will see it as a success not only if this campaign sees more students applying to London, but also to universities right across the UK.”
It follows from Beech’s sneak preview of the campaign at IHEF, where she told delegates that the idea is not only to draw attention to London, but also to draw prospective students’ attention to “universities they might have thought of looking at”.
“We know London’s a big brand, international students might be able to name three, four or five institutions, but not all 54… so it’s really about creating those pathways,” she said.
Meanwhile, former unis minister and FutureLearn chair Jo Johnson said the campaign would “put London where it belongs – at the heart of the UK’s efforts to welcome students and researchers from across the globe”.
“With over 50 higher education institutions, including two of the world’s top universities, London is one of the UK’s biggest export successes. Studying here means becoming part of a global community that offers unparalleled opportunities for growth, innovation, and discovery. London and the nation also gain immense benefits in return – financially, culturally and in the form of soft power relationships that go on to give the UK a competitive edge in the global marketplace,” he said.
The Study London campaign was formerly run by London & Partners before it was halted in 2021.
