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At a time when people are reconsidering their careers and life choices, Open Universities Australia (OUA) is encouraging Aussies to turn uncertainty into discovery with a campaign developed by The Royals, that focuses on the journey of lifelong learning and adventure. 

In the first campaign by The Royals since winning the account in a competitive pitch, OUA is seeking to prompt lifelong learners to embrace liminality – the state of transition between one stage and the next, especially between major life stages, when figuring out what to do can feel uncertain.

The tagline, “Here to guide you there”, highlights OUA’s role in guiding people through the choices, courses, universities and enrolment to help get them where they want to be.

The Open Universities Australia marketplace brings together online courses from universities across Australia, all in one place, making it easier for a diverse student audience to explore learning possibilities, compare their options and get started on their study journey. Its expert, local student advisors offer personalised support and help learners navigate the path that’s right for them.

The integrated national campaign launched yesterday, 10 April, and includes TV (30-sec and 15-sec spots), audio, out-of-home, digital and social.

Catherine Reynolds, chief commercial officer at Open Universities Australia, said: “In recent years we have made significant gains in the awareness of the OUA marketplace, shifted brand perceptions and helped our national audience have a greater understanding of the ways OUA can help support their journey. The opportunity now, and the task we presented The Royals, was to bring to life the human aspects of our marketplace, connecting with the emotional benefits we can deliver, to solidify our position as the leading marketplace for online higher education.

“The resulting campaign nails the brief, stands out through its uniqueness, and most crucially portrays that state of liminality that can be both daunting and inspiring. As we continue to connect more students nationally with our university partners across the country, we couldn’t be happier with where we are for launch.”

The Royals Executive Creative Director Stu Turner added: “Life is full of moments where we wonder if we should make a change. And that state of liminality has only been amplified by the pandemic and the resulting reassessment by many of us of our work and life goals. We wanted to show how Open Universities Australia is perfectly positioned and skilled to help people navigate through those times, in a way that recognised that very emotional transition for people. It’s been a pleasure to work with Sam, Catherine and the rest of the OUA team on creating this campaign, which we’re all very proud of.”