Competition amongst Universities to attract candidates to the postgraduate courses can be fierce. Kingston University needed a campaign that would work well in both attracting local as well as international students, that clearly communicated a number of benefits for a range of courses, and reflected their new identity and positioning. The campaign needed to work for both the print and online media platforms.
The campaign features nearly thirty ‘typographic images’ which Demographik has created to depict each course group within the different faculties. The images are very strong and iconic at a glance, but on closer inspection carry copy and messages pertinent to the course areas they are publicizing.
Part of the challenge of this project was to ensure the campaign reflected the positioning of the Business and Law School, which is ‘A Choice Investment’. The flexible nature of our solution meant we could weave this message into the words on the image, and the ad copy.
The extensive media plan covered press (broadsheets and specialist), online and outdoor (train panels and station posters), emails and web landing pages.