Miri – 27 July 2011 – Following Curtin University’s name change last year (dropping the ‘of technology’ part of its name), Curtin University, Sarawak Malaysia (Curtin Sarawak), which is Curtin’s first and largest international campus, is taking the university’s re-branding to a whole new level here in Malaysia.
Taking the cue from Curtin’s main campus in Perth, which earlier this year launched a major marketing campaign, which included television commercials, a dedicated website, Facebook page, online and outdoor advertising, to promote its new brand identity in Australia, Curtin Sarawak has launched its own campaign to promote the Curtin brand domestically.
The campaign, which is designed to enhance the way Curtin and Curtin Sarawak are seen by the wider market, including prospective students, employers and business partners, adopts Curtin’s newly-evolved brand attributes, a new strategic advertising theme centred on Curtin’s new Make Tomorrow Better tagline and Curtinnovation theme, as well as new advertising and publication styles.
To encourage its staff ‘to believe in, be a part of, and be motivated’ by Curtin’s new brand ideals, Curtin Sarawak held a Brand Campaign Launch at its campus recently.
The staff were briefed on the reasons for Curtin’s name change, the implications of the change, and what the university has achieved in its re-branding since. They also heard how the university is taking Curtin’s re-branding to the next level with the new campaign.
To give the staff a better idea of the themes and communication strategies, creative examples of advertisements, brochures and other marketing materials were showcased.
According to Corporate Communications Manager Nicholas Leong, Curtin’s new brand campaign is in line with its strategic objective to be positioned amongst the top 20 universities in Asia by 2020. It also supports Curtin’s mission of being a forward-looking international research-focused and teaching university and how it contributes to ‘making tomorrow better’.
As for Curtin’s name change, he said the ‘of technology’ part of the name was a legacy from Curtin’s origins as the Western Australia Institute of Technology (WAIT) established in 1966, and WAIT’s gaining university status as Curtin University of Technology in 1987.
Curtin’s research foci, and the fact that it services all business sectors and not only those with a reliance in the technology space, has necessitated a name change, Leong elaborated.
Also present at the event were the Pro Vice-Chancellor and Chief Executive of Curtin Sarawak, Professor Ian Kerr, and Chief Operating Officer James Ng.