Campaign details
Brand: University of MelbourneBrand owner: University of MelbourneLead agency: McCann MelbourneCountry: AustraliaIndustries: Educational, universitiesMedia channels: Cinema, Content marketing, Direct marketing, Email marketing, Events & experiential, Mobile & apps, Online display, Online video, Outdoor, out-of-home, Public relations, Search marketing, Social media, Websites & micrositesBudget: 1 - 3 million
Executive Summary
The University of Melbourne is the number-one ranked university in Australia and highly regarded as a learning institution, however it is perceived to be elitist and irrelevant to the broader community. One of the University's key pillars is...