Special Group releases new campaign following University of Waikato account win

After winning The University of Waikato’s competitive pitch, Special Group has recently launched an advertising campaign for student recruitment, which revolves around the University’s motto ‘Ko Te Tangata’, translated as ‘For the People.’

Along with a range of quality programmes on offer, the campaign showcases the institution as a welcoming and friendly university of both national and international standing.

Professor Neil Quigley from The University of Waikato, says the campaign takes a bold new direction, not only promoting the campus itself but the wider Waikato and Bay of Plenty regions.

“This is a new direction for the University, designed to stand out in an already crowded market, and raise our presence nationally,” says Quigley.

“The campaign reflects the compelling proposition provided by the University of Waikato given our strong academic programmes and leaders, welcoming learning environment and the appealing lifestyle offered by studying in Hamilton or Tauranga.”

Advertising agency Together has also had involvement with the campaign, working on the media strategy, buying and analytics.

“Both agencies have significant education experience, and both provided the freshness and boldness of approach that we were looking for,” says Quigley.

Special Group CEO, Tony Bradbourne says the “for the people” mottoe is a true representation of what makes the Univeristy of Waikato so unique.

“You really feel it when you walk around their incredible campus. It’s a consistent brand positioning that can anchor every piece of work the University of Waikato does for years to come,” he says.

The campaign will launch across billboards, posters, print, radio, and digital in the University’s home regions of Waikato and Bay of Plenty, with additional focus in Auckland and the wider North Island.

Creative executions have been tailored to appeal to the Auckland market, with reasons as to why students should make the move to the Waikato: ‘escape the concrete jungle’ with a ‘home-cooked meal only 90 minutes away.’

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