Charles Darwin University appoints Play Communications
Play Communications have been awarded a lead agency role for Charles Darwin University, while Fidelity will handle media strategy. The announcement:
is proud to announce its appointment as lead agency to Charles Darwin University (CDU), an institution founded on 50 years of delivering tertiary education in the Northern Territory (NT), Australia.
PLAY will deliver Advertising, PR and Communications for the University as part of a 24-month contract won by the Sydney agency in May 2010. Working alongside media strategists Fidelity, PLAY will deliver across all aspects of marketing.
CDU is the largest tertiary institution in the NT, with campuses in the Darwin suburb of Casuarina, Palmerston, Alice Springs, Katherine and Nhulunbuy, and training centres in Jabiru, Tennant Creek and Yulara. The progressive University administration appointed PLAY its partner agency based on a pitch they described as ‘deep’ and ‘strategic’.
“We are setting out to take the CDU brand in directions that are unique in the Higher Education sector in Australia. In order to do that we needed to find an agency partner that we were confident would be willing to invest the time needed to understand the complex consumer behaviour of prospective students,“ said Mr. Anthony Smith, Director of Marketing and Communications at CDU.
“One of the key things we were looking for was relationship, so we structured the entire pitch process around this principle. After a while it became clear that the people at PLAY were prepared to go more than just the extra mile to really understand our aspirations for our brand,” said Mr. Smith.
The campaign strategy devised by PLAY will assist in crystallising consumer perceptions of CDU and in raising awareness for the tertiary education provider.. The over-arching strategy comprises everything from design and brand identity to internal communications, experiential activations, seasonal recruitment and event campaigns.
Fidelity’s Managing Partner, Chris Walton and Digital Partner Dante Botha will work closely alongside CDU and PLAY, adding their wealth of experience by devising a comprehensive media plan that returns business growth.
PLAY Communication says they are thrilled to be on board with The University.
“CDU is a focused team of thought-leaders in their field,” said PLAY Communication Director Johannes Wesisenbaeck. “We welcome the opportunity to take the lead agency role and to develop a strategy that benefits from the insights of experiential,” Mr. Weissenbaeck said.
The first part of PLAY’s campaign is already underway, with the CDU corporate identity consolidated and refreshed. New campaigns for CDU will be launched from August 2010 across online, Australia and the state based media in the Northern Territory.
PLAY Communication is a Sydney based agency that work across all audience segments including; consumer, B2B, trade and internal, creating tangible and engaging experiences that build brands and deliver against bottom line objectives. For more information visit: http://www.playcommunication.com.au or http://www.cdu.edu.au/
Source: Play Communications press release
