Shakespeare Lives, promoting UK ELT in Spanish speaking Latin America – a campaign update

As part of Shakespeare Lives, a global celebration of Shakespeare's influence on culture and languages, English UK and the British Council successfully applied for £41,000 of funding to deliver a student-facing campaign in Spanish-speaking Latin America, to promote the UK's language teaching sector.

Centred on a creative video competition, entrants from across the target markets were challenged to submit a one-minute video in English inspired by Shakespeare that will motivate other learners of English to discover more about the playwright.

The competition element closed on Monday 21 November and the 30 videos with the highest number of YouTube views (and that meet the competition rules) have been shortlisted ready to be judged by a final panel of experts. See some of the many creative entries received on YouTube (by searching for #ShakespeareLives) and samples on the Facebook event page.

Nine lucky winners will win a three week trip to study English in the UK. We will announce who they are on Wednesday 12 December on the English UK Facebook event page, and dedicated Spanish-language competition site.

In early 2017, the competition winners each travel to a region of the UK and the resulting content documenting their own experiences of studying and living here will be shared via social media, email lists and travel bloggers. This self-shot footage will be compiled together with professionally shot interviews into a 'legacy video' promoting the UK as an ELT study destination.

The launches at student fairs in early October, combined with extensive promotion of the competition through British Council offices in the region (via their digital communication channels), plus leverage of useful connections with press, student societies, local ELT centres and agency associations, have already resulted raised destination and brand awareness. Throughout the competition entry period, English UK's Facebook page has had a weekly reach of over 400,000.

 

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