MK College marketing campaign nominated for prestigious award

Tue 05 Nov 2013

An innovative MK College marketing campaign designed to encourage young people to think about their futures has been nominated in the 2013 Marketing Industry Awards held by the UK's most prestigious marketing magazine, The Drum.

The “Reko Tao Zion Alien Time Traveller Campaign” was put together by a team lead by the College’s marketing boss, Kate Raclawski, alongside TFA from Stony Stratford. It saw a tall enigmatic actor handing out oblique business cards and making mysterious media appearances leading to an explosion of online interest. 

Kate Raclawski said; “After brainstorming with TFA we eventually hit upon the ‘time traveller’ bringing a cleverly coded message from the future. Clearly the 16-19 year old market are already engaged in the world of social media so sparking their interests and letting them do the rest really worked. We’ve had a staggering 500,000 hits on the campaign microsite, high volumes of social media references, a 65% increase in traffic to the College website and even videos about Reko posted on You Tube!

“As well as being an original and elaborate marketing idea, this campaign has also delivered tangible results; this year the College exceeded all of its recruitment targets well ahead of schedule, visits to the college website doubled and we are still answering enquiries about Reko now. We’re really proud of the strategy, most of all how it appealed directly to the people that we most want to target; talented future students.”

TFA and MK College are among six other candidates competing to win the Best B2C Marketing Strategy or Campaign of 2013 including entries from Oxfam, The Isle of Wight Festival and Beats by Dr. Dre.

Winners will be announced during the awards evening in Manchester on 14 November.

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