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Victoria University of Wellington

The "Open Now" Campaign

Market Research / Copywriting / Corporate Comms / Email Marketing

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May 2021 - June 2022


Campaign Lead


The Background

New Zealand's borders closed to non-citizens in March 2020, to combat the spread of COVID-19. This left many international students with no choice but to maintain their studies online and overseas. When the country's borders reopened, we had to be ready with marketing messaging.


The Approach

We consulted with a design agency to establish a visual language: images would sit within content blocks that represented an open window. The written language connotes a change: the open borders represent students' revived openness to new connections, new experiences, and new opportunities.


In the Market

We ran ads on Facebook, Instagram, TikTok, and YouTube, and updated the international side of the website with the new branding. 


The Results

With the Open Campaign running, we increased trimester intakes by nearly 50% YoY. Based on quantitative surveys we ran in the months after the campaign, we can attribute those conversions to a combination of New Zealand's less restrictive borders and the timing, placement, and language of the campaign. 

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