British Institutes: Is your English a bit rusty?

This case study explains how the British Institute, the body for the promotion of the English language overseas, ran a campaign in Italy to increase registrations to courses.

British Institutes: Is your English a bit rusty?

British Institutes is a major British-English language school in Italy. The print campaign "Is your English a bit rusty?" shows a situation where people get "rusty language skills", having left English studies and practice.

Marketing Context:

Italy ranks 27th among EU members, as far as concerns English language knowledge and comprehension, worse than any other country a part from France. This is a serious issue: nowadays, having a good English is essential to find a job, especially in a period of crisis. As a consequence, the role of English language schools has...

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