GradSchool, The University of Newcastle’s postgraduate unit aimed to target corporate professionals throughout Sydney CBD and Newcastle to promote their latest Postgraduate Study campaign. The campaign encouraged people to ‘advance their career’ and jump online to find the postgraduate program of their choice and design a program that best suits their lifestyle.
Reach Media’s exclusive café network allowed GradSchool to target premium CBD cafe real estate whilst also reaching office workers in specific industries that might be more likely looking to advance their career with postgraduate study. Playing on Gradschool’s black branding, the team also opted to run with eye-catching black coloured lids to maximise the campaign’s impact and subliminally reinforce the gradschool message via the similarity to university graduation caps. The GradSchool campaign looks set to generate a positive buzz throughout cafes and offices and drive corporate professionals to consider postgraduate study at the University of Newcastle.