Napier students target New Yorkers with new campaign
Three Edinburgh Napier University graphic design students have devised a marketing campaign to win over American students.
Targeting New Yorkers at Tartan Week, the campaign by students Ed Bell, Jenny Moran and Melissa Meikle plays on some of Scotland’s archetypal cultures and traditions in a bid to encourage American students to come and to study in Scotland.
The campaign includes street installations such as giant thistles and postcards that depict the creativity of the work from the School of Arts and Creative Industries, while the students will produce a campaign film where real-life American Students say ‘this is why’ they want to study in Scotland.
The campaign, developed as part of a class project for the students’ graphic design degree, impressed lecturers so much that it is being used as part of the university’s overarching international marketing strategy.
A postcard featuring examples of student work will also be distributed during the Tartan Week parade, which is attended by over 3,000 people from across the globe.
Napier principal and vice-chancellor Professor Dame Joan Stringer said of the campaign: “This is a wonderful opportunity for the university to draw on the creative talent of our students, who are among the most employable in the UK.
“Edinburgh Napier has developed partnerships all across the world and we are very proud to be associated with the Tartan Week celebrations.”