More creative awards for Royal Roads campaign

November 16, 2012
Susan Down
Tags: award
Royal Roads University ad campaign

A creative ad campaign for Royal Roads University continues to earn provincial and national awards.

In the Marketing Magazine Media Innovation Awards, handed out Nov. 15 in Toronto, the Royal Roads campaign placed in three of the five categories it entered. Up against heavy competition from major advertisers such as IKEA, Loblaw and McDonald’s, Royal Roads and its creative agency, Cossette Media, won the following medals:

  • Silver for Best Use of Out-Of-Home
  • Bronze for Best in Integrated/Multichannel
  • Bronze for Media Spend under $250,000

Earlier this month, on Nov.3, Royal Roads and Cossette brought home the Advertiser of the Year award for their innovative Traits We Admire campaign.

Presented in Vancouver, the Lotus Awards celebrate the best in the B.C. advertising industry. The Advertiser of the Year award recognizes excellence in an integrated campaign and outstanding collaboration between an agency and client.

"We are thrilled that the advertising industry recognized the value of our campaign," said Catherine Riggins, director, branding, marketing and recruitment at RRU. "This initiative cleverly demonstrated the traits that we both admire in our students and nurture as a university. Each of these advertisements is a small taste of the student educational experience."

"We are an award winning, highly regarded educational institution receiving consistently positive reviews from those who know us best," said Cyndi McLeod, vice-president of global advancement, marketing, and business development. "The Traits We Admire campaign successfully demonstrated the growth opportunities the university offers."

The promotion, created by Cossette’s Vancouver group, was the first since Royal Roads unveiled its refreshed brand in June. The campaign included print, digital and out of home media – including a stunt at Vancouver's Burrard Station encouraging commuters to take one of 5,000 branded pens from a purpose-built wall.