Lakehead University begins Yale Shmale campaign
By Adnews Staff
Lakehead University of Thunder Bay, ON has begun an advertising campaign called “Yale Shmale” in the Greater Toronto Area. The creative, which features the image of US president George W. Bush, seeks to communicate that graduating from an Ivy League school does not necessarily mean that a graduate is smart, but that choosing Lakehead is a smart decision. “This campaign is something a little different than you would typically expect from a university,” said Fred Gilbert, president and vice-chancellor of Lakehead. “With university recruitment efforts in Ontario becoming increasingly competitive, we need to communicate in a more current and unique way that will resonate with today's youth.” The campaign takes the form of posters in outdoor locations around the city. Promotional workers will also visit popular teenage locations in a branded Smart car. The campaign directs students to visit a website at <http://www.yaleshmale.com> for more information about the school and to enter a draw for a four-year lease on a Smart car or one of four Sony PSP video game systems.