York University begins theatre campaign to attract students
By Adnews Staff
York University of Toronto began an advertising campaign in Famous Players and Cineplex locations in the Greater Toronto Area on Friday. The branding campaign is intended to reach young people during the university application period. The creative encourages prospective students to choose York. "York is redefining the way that students select and identify with a university," said Richard Fisher, chief communications officer at York. "The medium is a large part of the message. It shows we're creative, open-minded and in step with the real world. Nearly three quarters of all 18 to 24 year olds in the GTA will go out to the movies at least once during the course of this campaign." A 30-second ad, which promotes York as an interdisciplinary university, will play on 365 screens at 33 theatres until the end of May. Five Famous Players theatres will also be used in a more extensive five-week branding effort that will include lobby banners, backlit posters, and floor ads. The participating theatres are The Paramount, Colussus, Empress Walk, Yorkdale and Richmond Hill. A full-page ad will also run in the chain's magazine, Famous. The theatre campaign will be supported with banner ads in the Globe and Mail and full-page ads in Maclean's, plus transit advertising. The campaign was created by Doug Agency of Toronto.