Royal Roads University begins Inspiring Connections campaign
Royal Roads University of Victoria, BC has begun a new campaign called "Inspiring Connections." Developed by Cossette Vancouver, the campaign focuses on the "life changing" experiences that alumni of the school had while in attendance. The initiative consists of print ads, airport column wraps, transit shelter ads, interior Skytrain cards and elevator wraps that invite prospective students to communicate directly with participating alumni by telephone or email.
The campaign also included an installation at Pacific Centre Mall in Vancouver featuring former student Morgan Westcott. When a consumer pressed a button on the display marked "Connect," Westcott's photograph moved aside to reveal Westcott herself, who would answer questions about the school.
"Through Inspiring Connections we hope to facilitate deeper engagement with prospective students, showcasing RRU's unique points of difference through the stories of our alumni, as opposed to telling them ourselves," said Catherine Riggins, director of branding, marketing and recruitment at the university. "Our alumni are an incredible asset and allowing them to tell their stories in a transparent way lets us prove that what RRU offers is unique. It's the ultimate compliment that so many of our alumni are willing to voluntarily connect with others on our behalf, so I'm thrilled we were able to bring this to life in such a creative way."
The out-of-home executions will run until late December in Vancouver, Victoria and Calgary, accompanied by national and local print ads, a website at <http://inspiring-connections.ca>, social media activities and public relations from Citizen Optimum.