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In a bid to attract more international students to Brisbane, the city has produced a new promotional film titled, ‘A Student’s Day in Brisbane’.
Produced by Brisbane Marketing, the city’s economic development agency, the promotional film features real life student experiences, the city’s world-class education facilities, as well as its friendly, vibrant and creative assets. The agency will use translated language versions to target Brisbane’s largest growth markets, including China, India, Japan and the, Middle East, along with the UK and USA.
Brisbane’s Lord Mayor Campbell Newman said the aim of the Student’s Day in Brisbane promotional film is to give international students a true picture of the city, and student life in Brisbane.
“Brisbane is a fantastic location with a great climate and a laid back lifestyle that appeals to international students,” Cr Newman said.
“Brisbane is Australia’s new world city with world-class educational facilities and a friendly, welcoming and multicultural society. The promotional film is a great way to let international students know about these unique qualities.”
International students are vital to Brisbane’s economy, earning over $2 billion in 2009 for the city, with $2.1 billion predicted for 2010. Equally important are the social benefits from cultural and community engagement activities that can be experienced by international students and local residents.
Brisbane Marketing through its Study Brisbane program plays a pivotal city-wide role in the international student market by helping to drive enrolments in local institutions, and engage with the Brisbane community to help enrich student experiences.
Brisbane Marketing’s CEO, John Aitken said A Student’s Day in Brisbane promotional film will provide new ways to reach international students around the world while offering insights in Brisbane as a study destination.
“In addition to our traditional marketing and communication activities, Brisbane Marketing has adopted more digital and creative ways to reach international students, especially as we increase our focus in more overseas markets with non-English speaking languages,” Mr Aitken said
“We know that the international students we target are very visual, technology savvy, experts in social media and influenced by real life experiences, and that is why we produced the film.”
Brisbane talent was also used to produce the film, including:
- Jason Hargreaves, cinematographer
- Tara Simmons, singer and song writer of the digital soundtrack
- Stephen Kanaris, Brisbane Marketing’s in-house Creative Director
Study Brisbane aims to work with key allies such as Brisbane City Council, Queensland Government, Australian Education International, Austrade, Tourism Queensland and Tourism Australia to extend the film’s distribution reach into new and highly influential international channels.
View promotional film:
YouTube (full version)
YouTube (short version)
About the cinematography
Jason Hargreaves, a Brisbane-based photographer with a global portfolio of clients, was the talent behind the cinematography. Educated at Australia’s most elite film school - Australian Film Television and Radio School (AFTRS), Jason’s extensive repertoire of clients range from music videos for Kate Miller Heidke, The Veronicas, Resin Dogs; TV commercials for AFL, Cricket Australia and a host of national and international awards including Winner of the Global Media Awards (Las Vegas) 2009 and Winner - AFI Award for Best Cinematography.
About the soundtrack
The soundtrack to the promotional film was produced by another Brisbane-based artist, Tara Simmons. The track embraces a full-band experience of cellos, keys, synth, drums and double bass, which shows versatility and modern beats to reflect Brisbane’s character.
The playful (and unforgettable) melody of this song is cleverly layered with the melancholy sounds of various string instruments, synth and Tara’s own striking harmonies. The result is a delightful track that is modern but warmly accessible to all – qualities that we felt reflected Brisbane’s character.
The song, “When You Say That I don’t Care’ is featured in her debut album released in early 2009, titled Spilt Milk.
About the Creative Director
Directed by Brisbane Marketing’s Creative Director, Stephen Kanaris contributed over 12 years of film production experience to the promotional film. His personal work was most recently recognised at Australia’s most prestigious short film festival, St Kilda after taking out Best Short Film and Best Director in 2009. His film has since gone on to play at the Brisbane International Film Festival, New Orleans International Film Festival, Berlin’s prestigious ‘Interfilm’ Short Film Festival, as well as the recently screened, Flickerfest in Sydney.
About Study Brisbane
Study Brisbane forms part of Brisbane Marketing, and was established to advance the development of Brisbane’s international education sector, the city’s largest export market.
Study Brisbane plays a strategic role in Brisbane’s education market by focusing on driving the growth of international student enrolments to Brisbane’s institutions from a diverse range of source markets. The program also aims to improve the experience of international students currently studying in Brisbane to ensure the long-term sustainability of the sector and their advocacy of Brisbane.
Media enquiries:
Elisabeth Topham
Brisbane Marketing, Media and Communication Advisor
T: 3006 6263 l M: 0402 792 264 l E: etopham@brisbanemarketing.com.au
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