14 August 2006 
 
Students wishing to launch a successful corporate career, which allows them to travel to the leading capital markets of the world, needn’t look any further. That’s the core message in the Institute of Chartered Accountants’ new advertisement, which was launched over the weekend.  
 
The new advertisement builds on the Number One In Numbers positioning and showcases the global transferability that the Chartered Accounting designation offers.  
 
The advertisement uses the supers (text); “six continents … a thousand cities…a million options… one qualification”. It also highlights the Chartered Accountants’ membership in the world’s largest accounting body, the Global Accounting Alliance (GAA). The Institute is a founding partner of the Alliance, which represents more than 700,000 of the world’s leading professional accountants.  
 
The television commercial hit television screens across Australia on August 13 and will be in cinemas from August 31, 2006.  
 
The new campaign is aimed at students and is the Institute’s first television commercial to specifically target young people.  
 
CEO of the Institute of Chartered Accountants in Australia, Graham Meyer, said prior to developing the new campaign research was carried out with students to find out what appealed to them in deciding on a career path.  
 
“The research suggested that we needed to promote our designation as having more global opportunities and greater flexibility. As a result, our commercial highlights the diverse range of lifestyle and career opportunities available as a Chartered Accountant.  
 
“The reality is that our members are located in 1090 cities around the world. They operate in 114 countries and work within hundreds of industries. Being a Chartered Accountant provides unrivalled access the world’s leading capital markets,” he said.  
 
The commercial also promotes the Institute’s new website address www.charteredaccountants.com.au with a view to driving more traffic to the website.  
 
In addition to the advertisement and website, the Institute will continue to promote the Chartered Accounting career through various careers marketing activities such as uni visits, careers fairs, work experience programs and Employment Evening.