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New Brand Campaign for UK Education Launched in Hong Kong

21 January 2000

A new brand campaign promoting education in the UK was launched in Hong Kong at a gala event tonight at Club ing by Manhattan.

The development of a brand campaign for UK education is part of a major initiative, announced last June by the British Prime Minister Tony Blair MP, to make the UK more attracting and accessible to international students.

The new initiative marks the first time ever that a British government has committed itself to an initiative to ease access for international students and to a campaign promoting the country's education system focussing on excellence, tradition and innovation in UK education.

A statement from the Prime Minister, read at the event by Sir Andrew Burns, the Consul General in Hong Kong, underlines the role of the brand campaign within the context of the overall initiative:

'The new education brand...provides a clear definition of the excellence that the UK has to offer. It enables students to see the UK of the 21st Century: innovative, dynamic and a true leader in the new world class... British education is a first class ticket for life and I want to see that ticket given to as many people as possible.'

Hong Kong has the privilege of being the first city around the world where the campaign is being unveiled.

The brand campaign emphasises the strengths of UK education. It is designed to encapsulate the essence and strengths of education in the UK, as well as providing an umbrella under which all educational institutions in the UK can market themselves and their products.

The Prime Minister's initiative also includes practical measures to facilitate study within the UK. These include major changes affecting previously restrictive work rules. International students no longer need clearance before taking work during their studies or during their vacations. By making access to work easier, British Education will become even more affordable and better value than ever before. Further changes will reduce the need for students to reapply for leave to remain in the UK during their course.

All of this will be supported by better information for potential students which will be delivered via on-screen techniques, through general talks and by giving personal advice.

Tonight's event was hosted by the Director of The British Council Hong Kong, Desmond Lauder. Well known radio host Jave Au acted as MC for the evening and guests were entertained by a number of special guests all of whom are UK graduates and share a passion for education. The event contained a performance by singer / songwriter Mark Lui, a fashion show by William Tang and a dance exhibition by KK Wong. Interviews with prominent business figures David Li and Douglas Young were also conducted.

The British Consul-General, Sir Andrew Burns, the Global Brand Manager for the new campaign, Allan Barnes from The British Council UK, and Simon Buchanan, the brand's Creative Director from McCann-Erickson in the UK, were also present.


Photographs from the launch:

  • British Council staff just before people started arriving for the exhibition (477KB)
  • The exhibition (506KB)
  • Hon. Dr David Li Kwok-po; CEO & Chairman of the Bank of East Asia and member of the Legislative Council being interviewed by Ms Jace Au, Chevening Scholar and Radio Presenter and Producer (459KB)
  • Finale to a Salsa Dance choreographed by KK Wong, Dancer, Choreographer and Arts Administrator (471KB)
  • Sir Andrew Burns, British Consul-General (453KB)
  • All participants toasting 'the best you can be' (505KB)


For further information contact:

Information about the British Education Brand project is available on the Brand section of the ECS web site and the Education UK web site (

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© British Council 2000. The British Council is the United Kingdom's international organisation for educational and cultural relations. Registered in England as a Charity.

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