Case Study
International Marketing and Study Abroad with Otago Global Video Content
A series of video productions developed in support of the University of Otago international marketing team, covering English language pathways, scholarship recognition, study abroad programmes, and global student exchange. Uthakhamkong led the content team across all production roles, including pre-production planning, videography, directing, editing, and quality review. Each video was tailored to a specific international student audience and distribution channel, requiring close collaboration with the marketing team to align messaging, tone, and platform requirements. Produced in his role as Producer, Brand Content at the University of Otago; content shared via the University’s official channels.
VIDEO NO.1
Pathway and English Language Centre | Your gateway to Otago
This video introduces the Pathway and English Language Centre as an important entry point for international students preparing to study at the University of Otago. It features students and staff sharing their experiences of developing English language skills, building academic confidence, and adjusting to life in a university environment. The film highlights the supportive and structured learning environment that helps students progress towards their chosen degree programmes. It also reflects the sense of belonging that begins to form as students take their first steps into the wider Otago community.
VIDEO NO.2
International Academic Excellence Scholarship Awards 2025 | University of Otago
This video captures the University of Otago’s International Academic Excellence Scholarship Awards 2025, recognising outstanding international students beginning their undergraduate studies. It documents the celebration of academic achievement across a diverse group of students from different countries and education systems. The film combines formal ceremony coverage with personal moments of pride and connection as students are welcomed into the Otago community. It also reflects the importance of scholarships in supporting access to high-quality education and attracting talented students from around the world.
VIDEO NO.3
Study Abroad with OTAGO GLOBAL | University of Otago Students Going Abroad
This video explores the Otago Global student exchange programme through the perspectives of students preparing to study abroad and those who have returned from overseas experiences. It covers their motivations for going on exchange, including academic opportunities, cultural exploration, and personal growth. The film also highlights reflections on living and studying in a different country, and how these experiences shape confidence and independence. Overall, it presents study abroad as a valuable extension of the Otago experience that broadens learning beyond the classroom.
VIDEO NO.4
Otago Global Student Exchange Programme 2025 | University of Otago
This video introduces the Otago Global Student Exchange Programme, which allows University of Otago students to study at more than 100 partner universities around the world as part of their degree. The production was developed using a combination of user-generated content (UGC) provided by students currently on exchange, alongside supporting material curated by the production team. This approach helped bring a more authentic and personal perspective to the storytelling, showing real student experiences from different countries and study environments. The video explains how the exchange programme works, highlights a range of international destinations and academic opportunities, and presents exchange as a supported and accessible part of the Otago student journey.
International student recruitment is one of the most competitive environments in tertiary education marketing. The University of Otago competes for international students not only with other New Zealand institutions but with universities across Australia, the United Kingdom, the United States, and Canada. Video content that communicates the Otago experience with clarity, warmth, and genuine quality plays a direct role in attracting students who have many credible alternatives.
Uthakhamkong led the production of four video projects for the University’s international marketing team, working across multiple roles on each production. On some projects he was the primary videographer. On others he was the editor, the production coordinator, or the reviewer ensuring that the finished content met brand standards. He worked alongside team members Aasiya, Logan, and Jensen throughout, coordinating their contributions and maintaining the quality and consistency of the output.
The Pathway and English Language Centre video addressed one of the most important audience groups in the University’s international recruitment pipeline: students who need English language preparation before entering a degree programme. The brief required a film that communicated the quality and supportiveness of the pathway experience without making it feel like a consolation prize. The content had to be welcoming and aspirational.
The International Academic Excellence Scholarship Awards 2025 video captured and celebrated the University’s highest-achieving international students, providing content that serves both an internal recognition function and an external recruitment purpose. Scholarship recognition content is particularly powerful in international markets, where academic achievement and financial support are both significant decision factors for prospective students.
The Study Abroad and Otago Global Student Exchange videos addressed a different audience: students at overseas universities considering Otago as a destination for a semester or year abroad. This is a distinct market with distinct needs, and the content reflects that. Across all four productions, Uthakhamkong delivered video content that serves the University’s international marketing function at the level of quality the Otago brand requires.
Producer
Best Apisit Uthakhamkong
Team
Aasiya, Jensen, and Logan
Disciplines
Video Production
Scriptwriting
Direction
Post-Production
Distribution
Published through the University of Otago’s official channels.
Copyright
University of Otago.
Note
This project is shared on best.org.nz as part of Best Apisit Uthakhamkong’s professional portfolio. It is included to document and showcase selected work produced during his role as Producer, Brand Content – Team Leader at the University of Otago.