A campaign to promote Birmingham City University includes the sponsorship of radio station Kerrang!’s afternoon show.
The campaign, with creative by Big Communications, includes TV, radio, Facebook, Spotify and outdoor advertising, with MEC providing media planning and buying.
The deal sees BCU sponsor Danielle Perry’s afternoon show, with Perry taking part in taster sessions at each of the university’s faculties, getting involved in courses and speaking to both staff and students, all of which are being filmed and used online.
These will run across the Karrang! Website, YouTube and the station’s Facebook page, as well as being referenced on air and through Perry’s Twitter feeds.
MEC planned the activity with the aim of fitting the media property with the University’s local audience to communicate the strength of the University’s offering.
"As all online creative clicks through to a bespoke microsite, we'll be able to see the relative strengths of each property in driving quality traffic through to BCU, as well as the traditional measures of general website visits, open day registrations and most importantly course applications" said Dan McNicholas, senior analytics & insight manager for MEC.
The 30 second TV campaign will run across ITV1 and Channel 4, with adverts also appearing on Facebook and audio adverts on Spotify, alongside 96 sheets being placed around Birmingham (including Metro rail stations, airport 6 sheets and bus rears.)