One of effective promotion tools for UK education institutions is conducting competitions in partnership with Russian media. A standard prize for the winner of a competition is a  two week language course. We have recently held 2 successful competitions together with BFM.RU (online business portal) and career.ru (informational portal dedicated to career opportunities for young professionals). More than 10,000 respondents took part in each competition. The institutions that provided the main prizes received a number of inquiries from prospect students.