AUT releases new round of brand ads
AUT’s new wave of Knowledge that Works brand advertising hits the market this week to highlight the numerous places its work-ready graduates make an impact in Auckland.
Knowledge That Works successfully launched last year to communicate AUT’s unique strength in providing students with the practical, hands-on skills they need to thrive.
Our students learn by doing, and this sets them up well for their future.
Since launching last October, the Knowledge That Works campaign has given AUT a 6% uplift in brand awareness in Auckland. The impact has clearly supported marketing efforts with a 23% spike in the number of students applying to study at AUT.
Having successfully differentiated the real-world approach that sets AUT apart, the university is now highlighting some of the real-world places its graduates are bringing that knowledge to life, so future students can continue to confidently choose AUT.
“We know it’s important for prospective students to feel confident about their futures, with our strong industry connections and world-class research focus, when deciding where to study,” says Jayne Mayerhofler, Chief Marketing Officer.
“Our research shows AUT leads the ‘gives me confidence for my future’ measure when we survey prospective students against universities in Aotearoa."
“This new wave of ads demonstrates why that confidence is so well founded by boldly emphasising the real-world places AUT’s hands-on approach takes our graduates as they build their futures across Auckland and beyond, says Mayerhofler.
“The best proof of the impact AUT makes isn't found on campus; it's found in the places our graduates go on to shape. So, this new wave of ads is all about turning the city into living proof of Knowledge That Works and we make no apologies for being bold and making this claim.”
We have graduates working in a range of sectors across Aotearoa including sports and events, healthcare, media, the arts, design and creative industries, business, education and technology.
The new campaign leverages the original brand creative – featuring real AUT students – to highlight the places our graduates are putting their knowledge to work with tailored, location specific ads.
As a nod to those who are working in sports and event management and hospitality, for example, you’ll find ads that say "Behind Auckland's best events. You'll find AUT graduates. Knowledge That Works" at places like Eden Park.
For our health, clinical and applied sciences, ads such as: "Real patients. Real experience. Real healthcare careers. Knowledge that works” will be located near our hospitals and medical hubs.
The ads will appear on buses and billboards across Auckland including the Albany expressway, Anzac Ave, Hobson Street, Ponsonby Road, Victoria Park Flyover, MOTAT, Auckland airport and Eden Park as well as near hospitals, business districts, hospitality hotspots from now until the end of the year.