Introducing brand StudyTravel!
by Nicola Hancox,
When an established brand ‘rebrands’ it marks a new chapter and we anticipate the company rebrand from Hothouse Media Ltd (incorporating Study Travel Magazine and the Alphe Conferences) to StudyTravel Ltd (with StudyTravel Magazine and StudyTravel Alphe Conferences) will bring brand alignment and build a stronger identity in the minds of our magazine readers and conference attendees. Rather than being known as two separate entities (how many of our readers honestly knew the two were from the same stable?) the new brand (StudyTravel) will bring us that much closer. I’m sure many of you have already noticed at least one member of the editorial team attending each and every ST Alphe Conference (all five of us will be at the ST Alphe UK event where many of you will be leafing through this very edition). As transformational as this may seem it is important to note that we are still very much the same team, sitting but metres away from one another in our open plan office in London. And we all have the same goal: to be the business tool for study abroad professionals. So if you want to find out more about the study travel industry: read ST Magazine. If you want to meet quality agents and educators: attend ST Alphe Conferences. ‘Everything StudyTravel in one place’ screams our new tagline. And this sentiment has never rung more true.
Unity is very much the theme of this month’s issue. There are several examples in our extended news pages of brands making a stand together. See page 8 for a story about two school associations from the main Spanish-language teaching markets working together to grow the SFL industry. We may be competitors in the SFL sector, but we are partners in the overall language travel industry, said one association representative.
Global alliance Gaela standing shoulder-to-shoulder with South Africa’s ELT industry is another example of industry solidarity (page 7). I do hope South Africa’s government takes heed of Gaela’s communiqué and that it leads to a rethink concerning visa policy that is inclusive rather than exclusive of its valuable language teaching sector. Outgoing Executive Director of English Australia, Sue Blundell, meanwhile gives some sound advice about ‘working together’ in this month’s Industry Faces interview (page 33). She notes that the annual Gaela and Felca AGM is a hotbed of collaboration that is essential to industry advancement. To give credit where credit is due, Sue has been an essential cog in establishing more open communication between government and peak industry bodies in Australia. Other markets can learn a lot from the Australian model and indeed one of industry’s most influential figures. firstname.lastname@example.org