January 12, 2017
TAFE Queensland asks ‘Why Wait to Make Great’ in first campaign via GPY&R Brisbane
TAFE Queensland has launched a new Summer enrolment campaign – their first since appointing GPY&R Brisbane to the account following a competitive pitch.
The new campaign is built around the theme of ‘Why Wait to Make Great?’ and is rolling out now across digital, social, outdoor, television and cinema.
The campaign extends TAFE Queensland’s positioning statement ‘Make Great Happen’ and demonstrates to prospective students how the TAFE brand is relevant to them, how TAFE Queensland can help them find a way to get the job they want, and why they should take action right now.
Chief Executive Officer, TAFE Queensland Ms Jodi Schmidt said the campaign was an honest portrayal of TAFE training and exploration of the subject areas on offer.
“TAFE Queensland doesn’t have an awareness problem – everyone knows who we are, what we want the market to know is the diversity and excellence of our course offering.”
“The start of the year is a critical time, particularly for young people – they are looking to make a start in their career, and this campaign will assist them in this decision making process. It will show them that TAFE Queensland can help them achieve greatness – whatever this looks like to them.
“Your first job is important, and that’s why we need to provide compelling reasons and an urgency for people to choose TAFE Queensland. GPY&R Brisbane have done a great job at getting that across for our Summer campaign,” she said.
Executive Creative Director Y&R Group Brisbane, Mr Andrew Thompson said that during the creation of the campaign the agency was blown away by what they had discovered behind the scenes at TAFE Queensland.
“This is our first campaign that will begin to demonstrate the reality of the training and facilities on offer – delivered in a raw hands-on way, just like the brand promises. For this execution, we wanted to ask what are you waiting for? Don’t put it off – do it right now.” he said.
The Cinema spot and TVC’s were directed by Justin McMillan through Taxi Films.
GPY&R Brisbane is part of WPP AUNZ, Australasia’s leading marketing content and communications group.
Client: TAFE Queensland
CEO: Jodi Schmidt
Director, Brand, Marketing & Communication: David St George
Marketing and Communication Manager: Louise De Santis
Digital Marketing and Campaign Manager: Marielle Wallin
Agency: GPY&R Brisbane
Production Company: Taxi Films
Director: Justin McMillan
Producer: Simone Mackie
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