Launching the University’s first ever brand communications campaign, championing research excellence
Brief
Position Queen Mary University as a world-leading research institution, driving a reputation shift towards real-world impact, among an international audience of key policymakers and senior academics.
Solution
Developed a content strategy focussing on impact-led storytelling such as ‘What will it take to get cleaner city air?’ and ‘How do we find new ways of challenging accent bias?’ Found new and newsworthy relevance for complex and important research.
Created a new, conceptual visual identity for Queen Mary University’s research to unite campaign content. Each Research Highway had a different photographic ident, such as a fish swimming through water and a helix model. These combined to create a hero visual, showing the University’s breadth of research coming together.
Partnered with Times Higher Education (THE) to create a sponsored thought leadership hub and double page advertorial spread, with paid promotion across THE channels, as well as sponsored articles distributed at scale through TAN Media’s publisher network, including New Scientist, TIME and Associated Press.
Created a multi-phased social video campaign across LinkedIn and Meta, featuring interviews with a diverse range of academics showing the impacts of their research.
Launched the ‘Queen Mary presents’ events series for internal and external audiences, with the immersive ‘A Night of Science and Engineering’ showcase, followed by the University's first Research and Innovation Awards.
Created the ‘Queen Mary Connect’ email marketing campaign – targeting a network of academics, peers and alumni. This featured research spotlights, academic opinion, and top research news from the University.
