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University of Melbourne builds online content platform led by former Herald Sun journalist

The University of Melbourne has created a media platform headed by former Herald Sun editor-in-chief Phillip Gardner that will showcase the research, knowledge and expertise of its staff.

The launch of Pursuit follows recognition from university marketers that it can no longer publish material once a month but must provide fresh content on a daily basis.

Marketing and communications executive director, Lara McKay, said the site will form an integral part of its wider communication strategy and will complement the launch of its ‘when great minds collide’ brand campaign.

The campaign, created by McCann Melbourne, is led by a 60-second video demonstrating how collaboration can develop ideas and thinking.

It will also include social and digital media, cinema, TV, print and out of home.

McCann Melbourne executive creative director, Pat Baron, said: “This campaign acknowledges that contributions that impact us all aren’t for the most part created by individuals working alone is dark spaces but through the bright minds and their imaginations colliding and collaborating.”

Phillip Gardner

Phillip Gardner

McKay said of the launch of Pursuit: “Increasingly, universities must communicate how their work benefits the community.

“The challenge for the University is to communicate our comprehensive strength and the impact of the multitude of projects being worked on here every day, but we can’t rely on a once a month or once a quarter publication to do that anymore.”

She said Pursuit was the University’s “boldest step” in making “interesting, engaging and dynamic research visible to the public”.

“Our aim is absolutely to entice readers to stay on the site, read more stories, and return the next day to learn about our next great contribution in research.”

Vice chancellor, Professor Glyn Davis, said it was important for the University to share the outcomes and benefits of its research.

“As a public-spirited institution – one that prides itself on playing a prominent role in educating future generations and finding solutions to the world’s grand challenges – it is important we share the impact and outcomes of our work with the community, locally and further afield,” he said.

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