TAFE Western Sydney Institute launches new flexible study offering and campaign via VCCP

TAFE NSW – Western Sydney Institute (WSI), the largest vocational education provider in the southern hemisphere, has become the first vocational education institution in Australia to introduce an entirely flexible course offering – “mix + match” – giving students the choice of how, when and where they study units and electives within a qualification, with a new advertising campaign created by VCCP.

The mix + match campaign encourages people to “educate on your terms” by featuring real TAFE WSI students shot in their own environments by renowned photographer, Chris Searl and specifically targets Western Sydney audiences.

mix + match allows students to fit their studies around their current work and life schedule, with options to enrol anytime of the year and to learn on campus, online or in the workplace, as well as being able to fast-track qualifications using previous qualifications and work experience.

Says Craig McCallum, director, strategic marketing & media relations for TAFE WSI: “The mix + match campaign provides us with an opportunity to represent TAFE in a very contemporary way to our diverse audience. We have undertaken a significant amount of market research across our student population and industry partners to identify what they want and need from their local TAFE.  mix + match responds to so many of these expectations by offering an innovative, flexible mode of study never before offered to our 160,000 students.”

Says Peter Grenfell, managing director of VCCP Sydney: “mix + match introduces a way of learning that suits the individual not the institution, which is ground-breaking in this category. It puts the student in the driving seat so they can fit study around their busy lives. So this campaign has to get that message across while also re-positioning TAFE WSI amongst its target audience by genuinely reflecting how it is responding innovatively to its students’ and the local community’s needs.”

“We believe it will have great standout in an extremely competitive landscape. The campaign has also been a fantastic team effort by all agencies and stakeholders at TAFE WSI.”

TAFE WSI’s mix + match campaign will be a highly targeted and intensive campaign across Western Sydney, initially running across billboards and bus shelters in Mt Druitt, Blacktown, Baulkham Hills and Castle Hill, as well as digital/mobile advertising and YouTube videos of the talent featured in the campaign.

Photography: Chris Searl

Media planning and buying: MEC

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