QUT Launches Refreshed ‘Real World’ Campaign Via BCM

QUT Launches Refreshed ‘Real World’ Campaign Via BCM

QUT’s long-term partner BCM has developed brand and student recruitment campaigns for the university for the past 19 years, featuring real student stories about their QUT experiences and real-world success as graduates. But what makes this year different?

To reflect QUT’s vision for 2020, BCM has revisited the ‘classic’ QUT graduate success story formula, but with a new twist.

“We wanted to evolve the look of the campaign while also being able to embody QUT’s new priorities as outlined in the university’s strategic plan, Blueprint 6,” BCM Managing Director, Paul Cornwell said.

“The plan sets out QUT’s priorities for providing transformative education and research over the next years, focusing on great student experiences and positive employment outcomes, through hands-on teaching and work-integrated learning.

“Some key priorities reflected in the new campaign include aspiration, inclusion and Indigenous Australian engagement, success and empowerment. Not to mention that this will be the first time QUT will be broadly showcasing its new strong tagline as ‘the university for the real world.”

Mr. Cornwell said Sunday 12 July 2020 will see the launch of the latest QUT graduate story, featuring for the first time, a current student named Kat Dorante, who is undertaking a QUT Law and Business double degree.

“Both QUT and BCM appreciate that success happens throughout each student’s individual journey and not just after graduation and felt it important to embody this in this year’s campaign,” he added.

Kat grew up in the remote North Queensland town of Mission Beach before moving to Brisbane to study at QUT. At first, she was unsure of what career to choose but she knew that she wanted to help and empower the Indigenous community. Through her study at QUT, Kat has had the opportunity to gather real-world learning and experiences through a study exchange in Canada and a trip to Bangkok for a UN Peace Summit.

QUT has also helped prepare her for a paid internship, at Gadens law firm in Brisbane. Kat now has ambitions to work in social justice and to give back into her Indigenous community.

“At QUT, we are very proud of our track record of helping students achieve real-world success,” said QUT’s Executive Director Marketing & Communication, Xavier Amouroux. “Success can be measured differently for individual students and their ambitions. For some it’s a high-profile career in a well-known company or working in an exciting international location and for others it is about making a real difference closer to home.

“Kat’s unique story celebrates her Indigenous culture and her goal to use her skills and knowledge developed during her time at QUT to make a positive impact on her community.

“Our aim is to highlight these real individual stories as part of our long-running ‘The University for the Real World’ brand campaign.”

Mr. Cornwell said “QUT should be applauded for its long-term commitment to the ‘The University for the Real World’ brand platform which clearly differentiates the university as a market leader in the higher education sector.

“We’re very proud to have worked with QUT since the inception of this brand positioning and we’re delighted with this year’s refreshed approach to telling these stories,” he said.


Client: Queensland University of Technology (QUT)

Executive Marketing and Communication Director: Xavier Amouroux

Associate Director, Marketing and Recruitment: Leanne Cain

Associate Director, Brand and Digital Communications: Natalie Ryan

Indigenous Marketing and Communication Manager: Renita Anderson

Visual Communication Services: Olivia Muir

Photographer: Sonja de Sterk

Creative and Media Agency: BCM

Managing Director: Paul Cornwell

Senior Art Director: Mike Rolfe

Senior Copywriter: Nick Ikonomou

Broadcast Producer: Shane Ford

Broadcast Producer: Holly Hayes

Senior Account Director: Christine Malek

Senior Account Manager: Angela Rogers

Director, Media and Engagement: Chris Platt

Manager of Media: Laura Furness

Senior Engagement Strategist: Dave Mooney

Production Company: Taxi Film Production

Post Production Company: Chop Shop Post

Director: Lav Bodnaruk

1st AC: Brendon Isaac

Editor: Lav Bodnaruk

Online Editor: Glenn Cone

Colorist: Caleb De Leon

Music: Mark Watson

Sound Design: Ross Baten

Retouching: Derek Leong



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