Victoria University // Advertising
Repositioning Victoria University to become World Class in the West
Traditionally, Victoria University (VU) students come from diverse cultural and educational backgrounds. Despite this diversity, they all share the common desire become world class students by using the state-of-the-art facilities and industry links that VU have to offer, in order to graduate job-ready.
The ‘World Class in the West’ campaign was created while working together with Leo Burnett in Melbourne, as a motivational piece that would inspire confidence in future VU students. It repositioned the university as an institution of genuine opportunity, with emphasis on their West Melbourne location and roots, as well as highlighting VU being ranked in the top 2% of the world’s universities.
The West is where innovation, reinvention, tenacity and pride run generations deep, and with being a world class university, VU epitomised those values. Brand awareness of VU more than doubled and brand familiarity and consideration increased 7 per cent and 9 per cent respectively. Current students also identified with the new brand mantra, sparking a renewed sense of pride in being at Victoria University.
The 60” cinema ad was supported by press, outdoor and online comms as well as social channels where we challenged VU students to take on World Class Athletes in various ‘World V You’ challenges that highlighted the facilities offered at the University.
Victoria University // Advertising
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