The 2011 national positioning campaign created by MCG for the University of Manitoba recognizes that people are defined by their surroundings, and thus the students and faculty at the University of Manitoba possess certain qualities not always found in other universities. The campaign juxtaposes evocative images of young children with powerful statements, and engages readers with individual areas of academic enhancement outlined in the University of Manitoba’s Strategic Planning Framework.

Print ads

The national advertising campaign was launched in the Globe and Mail in March 2011. It has also been featured in the Winnipeg Free Press, Canadian Geographic, Ottawa Life Magazine, Hill Times Embassy and several University of Manitoba collateral pieces.

Online Display Ads

MCG produced a series of web ads to reinforce the national print advertising and direct viewers to the fulfillment website. The ads appeared on national and regional news sites and were geotargeted Manitoba audiences.

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Website

The ads direct audiences to a microsite that highlights the trailblazing, visionary and pioneering work University of Manitoba faculty and students are doing around the world.

Results

There has been strong adoption of the campaign and its theme by internal stakeholders of the University, with numerous departments (including recruitment, alumni and philanthropy) using the visual messaging theme.

The University of Manitoba has received local and national feedback on the campaign, praising the unique and bold voice it has adopted in sharing its accomplishments with the world.