Two male students and a female student are walking together across a bridge in London with St Paul's Cathedral out of focus in the background. They are smiling and chatting as other people are walking around them.

The British Council’s promotion of UK education opportunities to international students is delivered under the overarching umbrella brand of Study UK, part of the UK government’s GREAT Britain campaign, which operates in more than 65 countries and encourages people to visit, invest and study in the UK.

The campaign is delivered through a coordinated mix of global, regional, and country-level digital and face-to-face channels, all informed by overseas education insight and in consultation with the UK sector.

Study UK drives awareness of the UK as a first-choice study destination through awareness-raising digital marketing campaigns, alumni engagement, the GREAT Scholarships, a suite of free online courses and a range of campaign content made available to stakeholders, regional teams and institutions.

To further increase the share of international students into the UK and to build long-terms relationships between the UK and the world, the British Council designs and manages scholarship programmes. These programmes bring over 1000 scholars to study at UK institutions annually.

We are also currently developing regional insight hubs which will to provide international market intelligence to support the UK sector including international student insights, partnership insights, specific country reports and analysis of global trends. In addition to supporting international student recruitment, the hubs will help to create and environment which will enable UK institutions to establish partnerships.

How Study UK works in-country

The global Study UK campaign is reinforced at country level through a range of activations. Study UK teams in-country run showcase presentations to profile the UK, pre-departure briefing sessions for new international students, agent and counsellor engagement activities, participation in roadshows and engagement with local media.

Although Study UK’s global digital campaign is focused in eight key markets (China, India, Indonesia, Malaysia, Nigeria, Pakistan, France and Germany), the campaign reaches many more countries through the GREAT Scholarships, the Study UK Alumni Awards and through the British Council’s network of regional offices.

How Study UK works with institutions

There are plenty of ways that UK higher education institutions can work with, and benefit from, Study UK:

GREAT Scholarships

The GREAT Scholarships is jointly funded by the GREAT campaign and the British Council in partnership with UK higher education institutions, targeting prospective postgraduate students from a selected range of countries. The programme aims to significantly increase the number of opportunities for students, by promoting a world-class university education to audiences in the targeted countries, and reinforcing the message that the UK continues to welcome the brightest and best international students. Joining this initiative is a great opportunity for UK higher education institutions to raise their profiles and increase exposure in the targeted countries, through an integrated marketing campaign. The campaign covers all key online and offline marketing activities and events organised for these markets including Study UK exhibitions, education agent workshops and regional digital campaigns.

Study UK Alumni Awards

The Study UK Alumni Awards are a great way for UK institutions to identify, engage and celebrate their top UK alumni and boost their international profile. The Alumni Awards cycle involves a call for applications in early autumn, country level ceremonies, the sharing of global finalists’ stories on social media and culminates with the three global winners visiting their UK institution the following autumn for networking and profile-raising activities. All activities and communications aim to align with those of the HEIs involved. Finalists’ and winners’ stories are shared on Study UK and institution platforms throughout the year, raising the profile of UK education and the HEIs represented.

Toolkit for higher education institutions

Study UK has developed a Toolkit for higher education institutions. In the toolkit, there’s a range of information about how institutions can get involved with the campaign, key messages to use to talk about the UK consistently and a selection of campaign resources. This includes messaging documents, videos that showcase the best the UK has to offer and resources to help promote the Graduate Route.

To access the toolkit, please email

Social media and digital content

Study UK aims to showcase the breadth of the UK and its institutions, and does so through a range of social media and digital content activities. While the campaign aims to show neutrality towards the different institutions in the UK, it relies on universities to provide content that will showcase the best UK education has to offer international students. There are plenty of opportunities to get involved, which are of no cost to institutions:

Instagram takeovers

Study UK runs a monthly Instagram takeover project which aims to give our international audiences a taste of student life in the UK. The chosen institution has access to the Study UK Instagram account for a day, posting a variety of content across the Instagram Story and the feed. Successful takeovers have featured international students at the centre, giving the audience an overview of life at the institution – showcasing the campus, the region, courses, societies, career development resources and an overview of life as an international student. With over 60,000 followers, this activity is a fantastic way for institutions to interact with audiences, through engaging features such as polls, Q&As and ‘swipe up’ to relevant websites.

Study UK blog

The Study UK blog aims to offer prospective students an idea of what it’s like to be an international student in the UK – from international students themselves. We’re always looking for students to write blogs on a variety of themes: courses, tips and advice, student life and UK culture. Where relevant, we link to university’s own websites in the blog. We always run accompanying social media content where we tag relevant institution accounts. As part of the blog, we run a ‘Spotlight on UK regions’ feature, where we profile different cities and areas of the UK, and we’re actively looking for institutions to work with on this project.

Content projects

The Study UK campaign has worked closely with a range of institutions who have kindly provided photography and video footage to support the promotion of the UK to international students. The campaign is always looking to profile the wide variety of UK institutions, and would encourage institutions to get in touch if they would be interested in contributing any content.

Please email for more information on any of the opportunities listed above. 

See also

External links