RMIT University targets school leavers in new RMIT Open Day campaign via Cyclone Creative

RMIT University is asking school leavers to see beyond and explore their future at Open Day with the launch of a new integrated campaign via Cyclone Creative.

The campaign is designed to generate awareness and drive attendance to RMIT Open Day across its four main campuses, with the aim of increasing preferences amongst prospective students.

Says Sarah Morley, segment marketing manager for blobal marketing and student recruitment, RMIT: “Being the first step towards generating marketable leads for course applications, Open Day is a highly competitive space amongst Australian universities. We needed a campaign with high impact & cut-through, that strengthens RMIT’s position as a leader in learning & innovation, via a confident, youthful and energetic creative execution.”

Featuring four RMIT campus locations – City, Brunswick, Bundoora and Point Cook Flight Training – the campaign invites prospective students to experience life on campus, explore facilities & classrooms, talk one-on-one with academics and students, discover study options, student clubs, study trips and more.

The creative platform profiles existing RMIT students from different course areas, portrayed in larger than life moments of discovery. The intent is to capture the feeling of empowerment as a school leaver – as you lift the lid on the next phase of your life.

Says Leslie Preyer, creative director, Cyclone: “We wanted to play with scale to bring across the idea of surreal wonder and exploration. The aspirational nature of this campaign evokes a feeling of total independence whereby you – as a school leaver – can now look further than just the school classroom – to see beyond your immediate horizon and explore a much bigger future with RMIT.”

Comprising of an integrated media strategy spanning digital, outdoor, radio and a social channels – the RMIT Open Day campaign is now live, running until the end of August.

Client: RMIT University
Segment Marketing Manager for Global Marketing & Student Recruitment – Sarah Morley
Campaign Coordinators – Georgia Rajic & Tania Ulcigrai
Manager Acquisition Marketing – Amanda Smythe

Creative Agency: Cyclone Creative
Managing Partner – Sam Hooper
Managing Partner – Christian Vasquez
Creative Director – Leslie Preyer
Account Manager – Lucy Ingram
Producer – Lauren Napthine
Designer – Hanh Nguyen

Production House: Hell Studio
Photographer: Carlos Alcaide
Producer: Nicky Finlay
Retoucher: Gabrielle Hughes