The campaign kicks off on the 9th September with 6 sheet billboards at Slough’s Queensmere Shopping Centre, recurring again on the 7th October. The 21st October will see further 6 sheets implemented at The Centre conference centre a few minutes from Queensmere, and also a 48 sheet billboard on Chalvey Road East. All campaign components will be on display for 2 weeks, generating awareness for degree courses starting in January 2014.
A fuchsia background is used for this campaign’s artwork, with a bold uppercase headline that states ‘Bucks New University is now in Slough’. The advert reveals its affordable tuition fees of £4,800 a year for their full-time degree courses with contact details for further information about the courses and the university website printed below.
Prof Derek Godfrey, Deputy Vice Chancellor of Bucks New University, said:
“Currently there is no opportunity for people in Slough to study for a degree on their doorstep. So we have decided to bring the qualifications to them, and offer value for money degrees in the areas of business and IT which we know from our research that local people are keen to study.”
With a weekly footfall of over 300,000, Queensmere Shopping Centre is an ideal advertising platform for Bucks New University, with the town of Slough enjoying around 40,000 daily commuters from surrounding areas. Additional roadside coverage on Chalvey Road East will blanket road users entering the centre of Slough, with the striking 48 sheet format communicating the advert from afar.
CEO of Out of Home International’s parent company Media Agency Group, Lee Dentith, said:
“By targeting the adjacent town of Slough, Bucks New University will enjoy coverage across a strong, frequent footfall, with 6 sheet billboards allowing the vibrant pink artwork to enter the vision of shoppers while they are relaxed and receptive to their surroundings. With Slough standing between High Wycombe and London, the campaign will benefit from additional exposure across a regular audience of commuters travelling between Slough and the capital.”