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ICAEW international campaign created by 23red

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By Ishbel Macleod, PR and social media consultant

October 13, 2011 | 3 min read

An international corporate advertising campaign to boost awareness of the Institute of Chartered Accountants in England and Wales (ICAEW), created by 23red, is launching this month.

Targeting both students and employers with the message “No one’s better qualified”, the campaign will roll out in UK and Europe as well as the Middle East and South East Asia, aiming to support chartered accountants and to promote their skills and expertise.

The ads targeted at businesses reinforce the idea that training a chartered accountant makes business sense, whilst ads aimed at students encourage them to think about their career choices and how becoming ‘chartered’ can progress their career prospects.

Miriam Jones, advertising and sponsorship manager ICAEW, said: “23red have really understood the issues ICAEW face in our market, and as a result, they’ve created a really bold campaign that allows ICAEW and our members to secure our position as a world leader in the accountancy and finance profession. The ‘No one’s better qualified’ message works on all levels of our business, from recruitment to retention, and across all media.”

In the UK the campaign will include press ads in the Times Business section, posters and digital escalator panels on London Underground, regional railway transvision screens, digital screens at both Heathrow Airport and City Airport, and posters at universities nationwide.

In Dubai the campaign will include press ads in the Gulf News, Khaleej Times and UNI magazine, radio ads, outdoor bridge banners, billboards and airport digital screens, as well as online activity. In South East Asia there will be press ads in the Singapore Business Times, outdoor and online activity.

Next month, 23red and LIVE experiential will be hosting a two week university tour throughout the UK, with the theme “Get a taste of working anywhere in the world.” The tour will visit eight universities, with the aim of emphasising the global opportunities offered by becoming an ICAEW Chartered Accountant and the training prospects across 2,500 authorised training employers, representing three international business centres: Singapore, London and New York.

Sean Kinmont, creative director and managing partner at 23red, said: “Our goal was to create a strong campaign idea capable of translating across multiple markets and a variety of media. “No one’s better qualified” achieved this as it allowed us to talk about the uniqueness of the ACA qualification as well as the benefits derived from gaining the mantle of being ‘chartered’.”

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