UNSW Asia brand gone by June

Singapore - The University of New South Wales (UNSW) Asia brand will cease to exist in Singapore and the region as the university yesterday announced the closure of its Singapore-based campus due to low enrolment figures for 2007.

As reported in Marketing's 27 April bulletin, the University had appointed AGI Communications to its regional creative and media accounts in a bid to achieve student admission targets from across Asia. The retainer account was understood to be valued at around $1.5 million. Before AGI, the account had been handled by Brandz Comm which worked on the tertiary institution's first campaign, a self-actualisation-themed one tagged "The Next...". AGI had been tasked to develop and implement this theme during UNSW Asia's 2007 enrolment campaign and produce new creatives for the 2008 campaign.

"It's a shame it's turned out the way it has because I met with a huge amount of enthusiasm for the vision and the project, but the admissions were half of the target so the seeds were sown before our appointment," Brian Beagan, GM of AGI said.

The much hyped about education venture - which opened in March this year - will close its doors in June.

"Before making this decision, the University has explored an extensive range of options. However the enrolment numbers for 2007 did not meet our expectations, and this has caused us to revise our projections. The decision to close down is a difficult one but it is the prudent course of action to take," UNSW Asia said in a statement which was posted on its website.

UNSW Asia said it would work to ensure all students will be able to continue their studies "with as little disruption as possible, whether in Sydney or Singapore", with options such as credit transfers and scholarships to cover travel and accommodation costs open to students.