Turning an unknown city into a recruitment asset.
Project: Welcome to Norwich
Services: Strategy, Advertising, Social
The first question every student asks when they find UEA at a UCAS fair is “Where is Norwich?” As a city it is largely unknown throughout the UK, let alone internationally. And yet it represents an incredible asset in convincing young people to study at UEA.
The opportunity was to reveal the truth of the city in a way that feels compelling and relevant – and that the city itself recognised and got behind.
Thousands of prospective students are now discovering a city they’d never heard of. And closer to home the film has been shared organically across social, including by influencer Jake Humphrey (907k followers). It’s also been adopted by local businesses as a customer engagement tool – an asset for a whole city.