Enter the ‘experience economy’.
Our search for a unifying compelling story explored not just what and how Angliss does what they do, but who they are and why they do it.
Who are they? An Angliss person is a ringleader, a doer, a dreamer, the one behind the scenes that runs the show. They create the experience. They live it. They breathe it. Often, they own it.
Why do they do it? No matter what area of specialisation at the Institute, the common unifying thread is the drive to create exceptional experiences for the consumer. The experience is everything.
The bigger picture that emerged is that Angliss is much more than just an educational institute for jobs in the service industry. The Institute is a proven specialist in developing leaders in the ‘Experience Economy’ – food, events, tourism and hospitality. All of which are growth industries as consumers spend more, share more, and find more happiness and status in ‘experiences’ rather than ‘things’.
Experience is Everything. Experience is Angliss.
Angliss people eat, breathe and sleep experience. They have more claim on experience than any other institution in Australia.
Angliss is experience. Angliss owns experience.
By collecting all that Angliss does under the banner of experience, we are able to shift the perception of being a conservative service-based institute to being an exciting experience-led brand. Not just for potential students, but for the Angliss community – existing and past students, staff and industry.
Internally, the new positioning unites the silos at Angliss, and gives the different areas of expertise a platform to collaborate on – how can we create great experiences together?
Externally, the campaign boldly and confidently positions Angliss as leaders in experience – exploring how it looks, tastes, sounds, smells and feels to study, and work, in the experience industries.