Unitec

When you are perceived as being 3rd in a market of three you have to be bit more creative than everyone else.

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Following the re-branding exercise of “Reframing Learning” (see Branding Management) I implemented this through the line campaign.  Using TV, press, outdoor, online, PR and events/activation.  This was a huge campaign that formed both the launch of the new brand positioning and all of the years' acquisition activity.  The TV was the first reality TV format in NZ; following three students during their ups and downs for their first 12 months.

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Agency: Special Group & Media360