From the Nominator

"Construction is underway for York University’s much-anticipated new Markham Campus located in the Greater Toronto Area (GTA), Canada. This state-of-the-art facility will welcome its first cohort of students in fall 2023.  

This academic year, we significantly ramped up external communication efforts to increase awareness, support community and GR initiatives, create a strong foundation for advancement to leverage, and pave the way for targeted and tactical and programmatic student recruitment efforts. One of the key strategies was launching a focused awareness advertising campaign that is brand-aligned and ensures positive momentum.  The campaign's goal was broad awareness building to reach the following stakeholder audiences: 

• Primary: GTA students in grades 10 and 11 and parents  
• Secondary: York University community: employees, students, alumni, donors and potential donors 
• Government partners 
• Industry/influencers/potential employers of our grads 
• General Markham/York Region/GTA public  

Building on York’s first-ever brand differentiation strategy, which launched in September 2020, our brand promise, "creating positive change for our students, communities, and the world around us," is embedded across all Markham Campus storytelling, communication properties, materials, assets, and strategies.  

Campaign creative integrates ‘Right The Future’ brand platform with an inspiring headline to break through the clutter--"The future of learning is coming to York Region"--and leverages existing campus renderings, ensuring consistency with existing Markham Campus signage. For channels that allow video, we are using existing footage from campus 3D rendering. Campaign messaging creates excitement and drives awareness of new campus and aligns with core 'Right The Future’ brand messaging."

From the Judges

Creative approach to an awareness campaign. Very thorough and well thought out. Great job targeting and appealing to many different audiences.