QUT focuses on real world experiences of students with new brand platform

Queensland University of Technology has put a spin on the traditional ‘graduate story’ trope often employed in university marketing by showcasing the story of a current student as opposed to an alum.

The new campaign features law and business student Kat Dorante, describing the opportunities the university has given her to travel and gain industry experience.

In the ad, Dorante says she selected the double degree at QUT to help empower her Indigenous community.

The campaign, created by BCM, also launches QUT’s new brand platform ‘The university for the real world’.

BCM managing director, Paul Cornwell, explained why they wanted to take a new approach to this year’s campaign.

“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,” 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’.”

BCM has worked on QUT’s recruitment campaigns for the last 19 years.

QUT’s executive director of marketing and communication, Xavier Amouroux, said: “At QUT, we are very proud of our track record of helping students achieve real-world success. 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.”

Cornwell concluded: “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.”


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 Sterke

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
1 st 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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