From the Nominator

"Prior to 2022, University of Limerick had never implemented a large-scale marketing campaign focused on postgraduate study options. When a new university strategy launched with an increased focus on PG recruitment and it coincided with a pandemic landscape that drastically changed the face of the market, we knew we needed to deliver something big—acknowledging a worldwide, renewed energy of curiosity and ambition, and a refocus on personal goals.   

With small budgets but grand ambitions, we used years of experience in our team to brainstorm a creative completely in-house. With no previous strong postgraduate story to tell, we needed to show people who we are and what we stand for. A Community for the Curious was born from this insight.    

Realising peer-to-peer communication as the most authentic and impactful messaging we can offer, we knew had to ‘show, not tell’, bringing to life journeys students could identify with. We carefully chose ambassadors who would resonate with audiences and raise awareness of UL as a supportive university, striving for engaging and emotive content that delivered wide reach and awareness, increased traffic and delivered leads keen to learn more about PG at UL.    

From the outset, the campaign smashed all industry averages for metrics. More importantly, it generated a strong emotional response, positioning UL as a place where curiosity is at home, and allowing prospective students to picture themselves here, with a willing support system on hand to help them create the future they imagined for themselves."

From the Judges

This is a very nicely executed campaign.  The panel particularly noticed the carefully tailored messaging, use of real people in collateral, an authentic presentation and outstanding results.  The team used photography extremely well.  Of particular note is the use of metrics and specification of digital engagement all the way through the enrollment funnel.  Congratulations!