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Trailblazer campaign recognized with CASSIE Award

February 19, 2015 — 

The University of Manitoba’s ability to convey its story of visionary and pioneering researchers, staff and students has received national recognition for its impact and effectiveness. Its Trailblazer advertising campaign has just won the Bronze award in the “Long-Term Success” category at the CASSIES in Toronto.

The CASSIES (Canadian Advertising Success Stories) have been awarded in Canada by national communications agencies since in 1993 to honour best practice in Canadian advertising, judged on measurable criteria such as demonstrated impact, the effectiveness of a campaign and creative excellence.

John Kearsey, vice-president (external) at the University of Manitoba said: “The stories of our students, faculty and alumni, as told through the Trailblazers campaign, shows the strength of our University and indeed the province of Manitoba. It helped us achieve greater results in student recruitment and donations. It reminded our alumni around the world of the trailblazing university that gave them a solid footing to lead and achieve.”

McKim Communications Group, the agency which worked with the University of Manitoba to develop its Trailblazer advertising campaign, has been recognized for its own series of trailblazing ads.

“The CASSIE is a major Canadian advertising award, and this is the first time a Manitoba agency and client have made this prestigious shortlist together,” said Peter George, president and CEO of McKim. ‘We couldn’t be more thrilled.”

The University of Manitoba’s Trailblazer campaign won the prestigious national branding award for its impact and long-term success. The campaign launched in 2011, immediately earning notice and sparking engagement through its unique design and bold Manitoba-inspired message.

External surveys conducted for the University of Manitoba in 2009 and 2014 found that the percentage of prospective students who identify their impression of the institution as “very favourable” increased 11 per cent and the number of prospective students considering attending has increased nine per cent. Over the same period, enrolment at the University has increased, reaching record highs in 2013 and 2014.

The campaign effectively demonstrated the impact the University has had on the community, communicating to stakeholders its mission to create, preserve, communicate and apply knowledge, contributing to the cultural, social and economic well-being of the people of Manitoba, Canada and the world.

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