The PR agency has launched GB Mag to target the half a million overseas students currently studying in the UK.
Agency fonder Wahida Ashiq explained that the growing community of international students ‘are just now being recognised as highly desirable by brands, both as a new customer but also a powerful advocate into markets such as China, India and the US'.
93½ has particular experience in China, which had 60,660 students studying in the UK in 2009/10, more than any other country. India and the US followed with 40,450 and 23,700 students respectively.
The agency said that many of these students hailed from parts of the world that are of growing strategic importance to brands and that they had the spending power of affluent professionals, given that many must have six-figure deposits in their bank accounts to satisfy visa requirements.
Jacob Knight, commercial head of pay monthly T-Mobile at Everything Everywhere, said: ‘The UK attracts big numbers of overseas sturdents every year, which also means that the customer base is replenished every year, which is highly desirable.’
T-Mobile is among the brands supporting the magazine launch. Others include HSBC, Selfridges and Pepe Jeans.
The free magazine will be distributed four times a year, including an issue dispatched to China and India to students that have accepted a place at a UK university.
To help brands target students, the magazine will make use of social media platforms such as Facebook, Weibo (popular with students from East Asia) and Orkut (most used by students from South Asia).