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Royal Roads Wins Advertiser of the Year Award
Royal Roads University wins Advertiser of the Year
Victoria – Royal Roads University and its creative agency, Cossette Vancouver, brought home the Advertiser of the Year award on Thursday 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 the Traits We Admire campaign,” said Catherine Riggins, director, branding, marketing and recruitment at RRU says this new campaign reflects RRU's thinking and philosophy. "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 Vancouver, 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. A time lapse video can be viewed here .
Interactive transit shelter ads use a peephole mechanic to demonstrate curiosity, a do-not-push button to demonstrate willfulness, and spinning panels to demonstrate creativity. Interactive print ads urged readers to answer questions by folding the paper. (Photos here.)
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