Middlesex Uni woos next intake

Middlesex University is ramping up its charm offensive for prospective undergraduates for the 2016/ 2017 academic year with a new digital and poster campaign devised by Spinnaker.
The work is the second major campaign being launched by the agency since it was appointed by Middlesex Uni in April following a five-way pitch.
The campaign taps into contemporary research findings, which have demonstrated a notable shift in the factors influencing a student’s choice of university. In addition to a more exhaustive and contemplative decision-making process, students now place an increased importance on potential career opportunities, high employability rates, and the potential for fulfilling life experience while enrolled. (Excessive drinking and dating do not even make the list, these days it seems.)
The campaign embraces these key insights and aims to highlight the individual merits of key courses.
To create the strategy, Spinnaker used a combination of bold, strong, language which taps into the individual student’s hopes, dreams and aspirations. It also introduces the university as “MDX” – a moniker commonly used in internal communications which will, it is hoped, now be adopted by students too.
The outdoor activity will be positioned around local schools and on roadside sites in the London area. Online display banners will target prospective students when they are carrying out research. Media is being handled by McCann Birmingham.
Spinnaker managing partner Rob Goldsmith said: “We deliberately made the campaign visually striking and contemporary as this imagery reflects the University itself, and differentiates it from other universities which are advertising currently.”