University of Ballarat and Monash University Gippsland launch new campaign via CUBED

It’s been a long time in the planning, but finally the combined University of Ballarat and Monash University Gippsland campus is about to launch its new name into the marketplace.

CUBED Communications have been working on the launch for the past few months. The new name was developed and researched to best portray the existing individual university’s unique offerings, but also represent the partnership and collaboration that will enable a broad regional focus across Victoria. Hence, the new name, Federation University Australia.

Says Mike Chuter, founding partner at CUBED: “It’s not everyday you get to launch a new university, so we wanted to make sure it was as memorable as possible. We needed to stay true to the two distinct regions – the history, culture and people – so we honed in on the new name and to make it clear that, although the name was changing, it wasn’t changing what the University stood for.”

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Says Phill Crone, manager of marketing and communication at the University of Ballarat agreed: “This is one of the biggest things to happen to education in Australia for a long time. We needed the launch phase to primarily showcase the new name and what it stands for – a unifying of Ballarat and Gippsland and the combination of the best of these two worlds to create a uni that will give students greater access to the five stars for teaching quality and will be part of a federated University network that has the highest graduate employment rate out of any Victorian University. That being said, Federation University Australia is a new bench mark, and it was important that our campaign delivered prestige and inspiration.”

The fully integrated campaign includes a suite of tailored television commercials, including a special 90-second cinema version, radio, online, press and an outdoor presence that includes buses, billboards and posters. The imagery was all shot on location, the hero image for the campaign is the silhouette of a boy looking to the stars and standing under the iconic Southern Cross constellation.

Says Bruce Williams, CUBED creative director: “The idea sprung from the uni’s new logo, which prominently features the five stars. The vast iconic image of the stars that unite us all is a perfect backdrop to our message. From the morning planting of a gum sapling in the Grampians, to the marking of our hero’s name on an incredible stretch of beach in Waratah Bay at dusk, we journey literally from the top of Victoria to the other, in a day. We captured authentic images of the region and its people along the way – including real staff and students of both campuses.”

The campaign launches on October 1st across every medium.

CUBED

Colourist: Fergus Hally