MBA provider AIB wants Sydney to know its students are a pretty big deal in new campaign

On 14 March, 240 students will be awarded with their Master of Business Administration (MBA) degrees at the ICC in Sydney. But this isn’t just any ordinary graduation – it’s also a bold, large-scale marketing campaign that aims to celebrate student success.

The Australian Institute of Business (AIB), the country’s largest provider of online MBA degrees, will use the occasion to launch the ‘It’s a Pretty Big Deal’ campaign. Using a combination of digital signage, mobile billboards, and personalised messaging, the campaign will highlight the extraordinary achievements of AIB graduates and reinforce the institute’s commitment to student success.

“This campaign is more than just a celebration – it’s a reminder of what it takes to earn an MBA in today’s world,” said Professor Darius Pfitzner, Academic Dean at AIB.

“Our students juggle work, family, and study, making immense sacrifices to further their careers – and we think that’s a pretty big deal. We wanted to make sure their achievements are recognised beyond the ceremony, turning Sydney into a stage for their success.”

AIB’s decision to turn graduation into a high-impact marketing moment reflects a broader trend in education branding, where institutions are moving beyond traditional advertising and embedding their brand into real, human experiences.

‘It’s a Pretty Big Deal’ moves beyond traditional advertising, embedding AIB’s brand into a deeply personal and emotional milestone for its students. By turning their success into a public celebration, the campaign reinforces AIB’s commitment to empowering professionals and showing the real-world impact of its MBA.

Adding to the impact, AIB recently underwent a brand refresh – a feat that was executed entirely in-house. This shift signals a new era for the institution, one that prioritises authenticity, student experience, and bold storytelling.

“Our graduates’ success is our success,” says Dr Pfitzner. “By integrating our brand into this key life moment, we’re not just marketing a degree – we’re celebrating the life-changing impact of education.”

AIB has scaled up its post-graduation celebration, securing the Starship Sydney,  a luxury vessel, to host the cocktail event for 300 guests as it cruises through Sydney Harbour.

The full campaign for ‘It’s a Pretty Big Deal’ will be visible throughout Sydney starting on 11 March.

CMO: Eduardo Favarim
Creative Lead: Ana Bellico
Brand and Communications Manager: Anneliese Jackson
Graphic Designer: Chloe DeGennaro
Video Editor: Alyza Angeles
Marketing Coordinator: Jezebel Magallones
Communications Strategist: Hanna Tomkins

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