Western Sydney took him in: How Western Sydney University redefined education branding in Australia

The article explores how Western Sydney University (WSU) used emotive storytelling, social media and event activation to redefine tertiary education marketing in Australia, and provided a focal point of pride for the western Sydney community.

"Western Sydney took him in": How Western Sydney University redefined education branding in Australia

Anna Hamill

When Western Sydney University was considering a brand makeover, its goal wasn't simply a quick facelift: the university wanted to redefine what the opportunity of tertiary education meant to everyday Australians.

No small feat for one of Australia's youngest universities and one based in a part of Sydney that Vice-President (People and Advancement) Angelo Kourtis believes is often negatively misrepresented.

Kourtis shared how a television campaign featuring a series of Western Sydney University alumni with compelling backstories, alongside social media and event activation catapulted...

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