In order to reduce over reliance on one dominant overseas market, the RCA needed a three year campaign strategy that would enable them to recruit more students, from a broader range of nationalities, across a broader range of programmes.

Together with the RCA and SMRS, insights were drawn from audience research, campaign data, brand tracking research as well as our own internal knowledge and external specialists’ insight to develop a new, compelling messaging framework that would resonate strongly in each target market. 

This highlighted the need for a campaign brand and toolkit that would put people at the heart, fostering brand differentiation and reducing reliance on their name and status. Through a phased approach, we provided them with the means to communicate a fully-rounded offer throughout their recruitment cycle.

Starting with a creative focus on empowerment and possibility, the second year of the campaign moved to a focus on individual student successes, with the third year placing greater emphasis on the strength of their community – both on a local and global level.