Curtin University - Destination Australia

Destination Australia funds eligible tertiary education providers to offer scholarships to domestic and international students to study and live in regional Australia. The Destination Australia Program aims to attract and support international and domestic students to study in regional Australia and to grow and develop regional Australian tertiary education providers and offer students a high-quality learning experience.

From 2019-2021, Curtin University awarded 25 scholarships, and in 2022 allocated a further 26 2-year scholarships.

OKMG was brought in to develop a destination-led creative campaign that promoted the benefits of student experience / living in regional Australia, built awareness and drove applications for eligible courses at Curtin Kalgoorlie to increase the pool of eligible candidates for the Destination Australia Program.

Our creative campaign covered the development of strategic insights, audience personas, messaging, creative concepts, on-location content production and comprehensive campaign execution.

Curtin’s Global Recruitment team then leveraged the Destination Australia Program as a conversion tool to influence students applying for eligible courses at the regional campus to accept their offer from Curtin.