University of Salford awards 'we are air' creative marketing campaign contract

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By The Drum Team | Staff Writer

September 24, 2012 | 2 min read

The University of Salford has appointed Hale-based multi-discipline agency ‘we are air’ to deliver a new creative marketing campaign following a four-way pitch.

The campaign created by ‘we are air’ focuses on out-of-home activity including 6-sheets placed nationwide at tram/bus shelters and phone kiosks supported by further display advertising at fairs and open days.

An online push also features a range of bespoke digital activity including behavioural targeting on Facebook and Google ads. In order to engage with the University’s social media platforms ‘we are air’ also created video content, to be seeded on YouTube, Twitter and Facebook, interviewing current students, year 12/13 students and mature students to find out what they look for in a university.

Andrea Lingley, senior recruitment officer at the University of Salford, commented: “The experienced team at ‘we are air’ reflects the ethos of our university. They brought strategy and an understanding of the marketplace that was refreshing to see, and their creative work pushed boundaries in what can be a very busy marketplace.”

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Speaking about the campaign, managing director at ‘we are air’, Paul Barnes added: “We used a red sofa, with the University of Salford’s new branding. This acts as a visual metaphor for the best seat in higher education, and what better way to engage with our target audience than asking them to take a seat, telling us about their experiences at the university or what they might be looking for in a university.”

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