British Council Appoints Virtue PR to Highlight Strengths of UK Higher Education

EDUKEX 2012 the right platform to raise awareness of standards and legacy of UK education, says Virtue
Dubai, UAE, 13th November 2012: The British Council, the United Kingdom’s international organisation for cultural relations and educational opportunities, has appointed Virtue PR & Marketing Communications to run a PR programme focused on highlighting the superior levels of UK higher education for the UAE market.

Virtue’s main brief was to drive the PR strategy for the 13th edition of the Education UK Exhibition “EDUKEX”, an annual event that provides UAE students with the opportunity to meet representatives from a large number of UK universities and colleges.
“We were looking for the right PR consultancy to manage this PR programme that would highlight the legacy of the UK education system and update potential students on options for continuing their studies in the UK. Virtue demonstrated the right credentials for the job, mainly through their structured and strategic approach as well as their understanding of our and our audience’s needs,” said Lara Khouri, Middle East & Africa Education UK Marketing Manager, British Council UAE.
Mirvat Naba, Director, Virtue PR & Marketing Communications added: “We are extremely pleased to be appointed by British Council to handle this PR programme. Our strategy is to communicate to stakeholders what UK education system has to offers vis a vis other players. We are a leading PR agency with proven record in managing education clients as well as handling exhibitions and fairs across different specializations.”
At this year’s event from 11th to 13th November 2012 (in Abu Dhabi on first day and in Dubai on second and third day), more than 50 UK universities and specialist colleges have showcased a wide range of bachelors and masters courses, as well as foundation year courses. The UK Border Agency and British Council executives were also present to answer visa-related, English language and IELTS queries.
Khouri added: “There are a few universities in the UAE that offer UK-based degrees. UK universities in Dubai currently hold the highest proportion of postgraduate students and there are more than 50 UK higher and further education qualifications available for study at both Emirati institutions and UK branch campus institutions.”
Naba added: “The British Council’s education initiatives have long been a part of the UAE education landscape. This show supported the British Council high level objectives of highlighting the opportunities presented by UK universities as well as building long-term institutional and individual links between higher education institutions in the UAE and the United Kingdom.”
The show provided a platform at which students considering higher education, whether in the UK or, as yet, undecided locations, have met representatives and learnt more about courses, entry requirements and application procedures. Moreover, it provided both UAE and UK institutions an opportunity to meet potential partners for collaboration.
EDUKEX is part of the British Council’s initiative to enhance cultural and educational relations between the UAE and UK by helping create a knowledge-based economy.
Virtue is a marketing communications agency that is led by credibility, innovation and transparency. The consultancy is committed to providing an integrated communications campaign focused on empowering British Council to achieve its goals. Headquartered in Dubai, Virtue PR & Marketing Communications is one of the Middle East’s fastest growing public relations, marketing and communications agencies.