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New recruitment campaign focuses on inspirational students and alumni

Semester one campaign imagery

Bachelor of Creative Media Production student Zakea Page is one of several students and alumni featured in Massey's new advertising campaign.

Massey University’s 2020 domestic recruitment advertising campaign starts next week.

An extension of the “starry sky” campaign that has been in the market for the past two years, there are several changes, marketing and recruitment director Ruth Mackenzie says.

“The most striking of these is the use of black and white photography and the profiling of Massey students and alumni to tell our stories,” Mrs Mackenzie says.

“The team has loved working on this campaign, particularly for the opportunity to meet with students and alumni and to learn more about their experiences. We’ve been overwhelmed at their generosity, charm, warmth and by their obvious sense of pride. It’s a great reflection on Massey that when we asked for their involvement, we got a resounding ‘yes’ from them all. We were also exceptionally privileged to make use of one of our own alumnus, photographer Steven Boniface, a College of Creative Arts graduate.

“I think it’s fair to say that the people who have been selected are inspirational examples of what makes Massey such a special place.”

The campaign features six main stories, covering a diversity of life experiences and stages, ethnicities and gender, and is backed up by extensive activity from the colleges, with a focus on individual programmes, she says.

“There will be plenty of ‘real people’ from right across the University, showing what makes Massey different.” These will be rolled out over the next fortnight and will appear in a variety of channels, including billboards, buses, bus shelters, online and print media, with a focus on school leavers, potential distance students and adult learners.

Staff will be able to visit the landing page on the website from next week, where more in-depth stories and video from the photography shoot will be available.

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