York University – Markham Campus (UAE Campaign)

Introduction:
York University, located in Toronto, Canada, is one of the country’s largest and most
prestigious institutions, renowned for its commitment to academic excellence,
innovation, and global diversity. In a strategic move to expand its global footprint,
York University launched its new Markham Campus, offering future-ready programs
for international students. With a vision to attract students from the UAE, York
University engaged us to lead their PR and Influencer Marketing efforts in the region.

Challenge:
As York University prepared to launch its Markham Campus, the primary challenge
was creating strong visibility and interest among prospective international students in the UAE. The campaign needed to highlight the new campus’s value proposition,
including scholarship offerings, career-oriented programs, and its location in
Toronto—Canada’s business and financial hub. The key objective was to generate
awareness, build trust, and influence student decisions through local media and
influencer-led storytelling.

Solution:
To address these challenges, we executed a two-pronged campaign strategy
combining high-impact PR placements with influencer-led content designed to
resonate with the UAE audience:

Public Relations Strategy:

• Published feature articles in leading UAE publications: Gulf News and Khaleej
  Times, reaching millions of potential students and parents.
• Designed and delivered 4 custom visuals that were featured on Khaleej
  Times’ social media platforms, amplifying visibility and reach.

Influencer Marketing Strategy:

• Collaborated with two prominent influencers in the UAE education and
  lifestyle space.
• Developed tailored scripts focusing on: Career-ready programs in AI, software development, entrepreneurship,
  and finance.
  – Scholarship offerings valued at $4.25 million CAD (approx. AED
  15.6M).
  – Small class sizes, hands-on learning, and work-integrated
  opportunities.
  – The benefits of living and studying in Toronto, one of the world’s safest
  and most dynamic student cities.

Results:

The integrated PR and influencer marketing campaign delivered measurable impact:

• High Visibility: Prime media placements in top-tier publications increased
  awareness and credibility of York University in the UAE market.
• Audience Engagement: Influencer content generated strong engagement
  and inquiries from students interested in studying in Canada.
• Brand Trust: Highlighting York’s global rankings and scholarship programs
  built confidence among prospective students and their families.
• Localized Impact: Campaign messaging was successfully localized, making
  York’s offering more relatable to the UAE audience.

Conclusion:
Through a strategic mix of media partnerships and influencer storytelling, York
University successfully amplified the launch of its Markham Campus in the UAE. The campaign not only boosted awareness but also established York as a preferred destination for higher education among international students seeking quality, career-focused education in Canada. This case stands as a testament to the power
of targeted communications in driving international enrollment.