Member Article

Leeds Beckett University teams up with Brass to produce first ever TV campaign

Leeds Beckett University, has teamed up with marketing agency Brass to produce its first ever campaign multi-channel film to be shown TV.

The ad will air this week via Sky AdSmart and is targeted at the undergraduate audience in the North East, North West and Yorkshire.

Deborah Green, marketing director, at Leeds Beckett University said: “When developing this campaign it was important to recognise that in this digital age, the need for integrated marketing is paramount.

“More than ever, consumers are interacting with brands across a number of different channels and engaging at different stages of the customer journey.

“The strength behind the campaign is that we have used real learning environments, real students, and real academic staff so it is an authentic representation of the student experience at our university.

“We’re really excited by Brass’ creative work which captures the spirit of the University and the inspirational quality of both our facilities and our offering.”

Brass director, David Lavelle, added: “We are delighted to have worked with Leeds Beckett University to develop their first TV campaign.

“It was important to recognise that this campaign needs to work for two audiences. Firstly, we have our prospective students, whose lives revolve around the internet.

“Second, are parents, teachers and influencers who are more likely to watch TV, so the film has been designed not only as a TV commercial but also to create online content that is shareable and will engage with even more people over time.

“For this reason the Leeds Beckett film is much more than a TV commercial. It provides a central pillar to all its communication channels and the flexibility to ensure the target audiences can consume content whenever and however they choose. “

This was posted in Bdaily's Members' News section by Clare Burnett .